Over the course of 2024 the SEO community has witnessed numerous stories of businesses losing out on organic traffic as a result of volatile ranking activity. The Helpful Content Updates, Core Updates, and Spam Updates have led to headline grabbing case studies that have sent shockwaves and fear throughout the industry. However, it is vital that we remind ourselves that each of these instances are outliers in a much bigger ecosystem that continues to drive organic traffic and conversions for most businesses.
Leading business data company SimilarWeb has released it’s 2024 benchmark report that details traffic data for 6,000 websites from 12 distinct industries. In the report it shows Organic Search being the second highest referring channel outside of Direct traffic. This is a remarkable metric considering that past studies have shown that up to 60% of Direct traffic could be misappropriated Organic traffic.
This report was recently mentioned by well renowned SEO consultant Aleyda Solis on X.
2024 is about to finish, and once again, SEO hasn't died. This is the evolution of Organic Search as a Marketing Channel in the last year across the US, UK and Germany. The only traffic source ahead is "Direct", and way ahead of others ? Remember this whenever negotiating and… pic.twitter.com/unRzY9SIXK
— Aleyda Solis ?? (@aleyda) December 26, 2024
Business leaders that want to take advantage of Organic Search in 2025 need to continue to invest in SEO with strong strategies that emphasize technical infrastructure, content optimization, and media distribution. Doing so will not only ensure their chances for growth, but will also mitigate the risk of being an outlier and falling victim to more volatile ranking changes.
If you’d like to get started now, planning your 2025 strategies for SEO, contact Joe today!