Naturally occurring—or ‘organic’—website traffic is a holy grail in today’s world of digital marketing. Why is that? Why is it so helpful for people to naturally happen upon your website and its content?
Think of it as the difference between a referral customer and a customer who comes to you through some kind of paid promotion. The referral customer proactively chooses you first based on the merit of a trusted recommendation. She’s poised to make a decision in your favor from the get-go, while a customer responding to a promo may require lots of convincing before she’ll be sold.