Organic Share of Traffic Increases to 53%

SEO share of traffic up from prior years

Released as part of its annual Share Conference, BrightEdge Research found that Organic and Paid Search dominate websites’ traffic in 2019 – 68% of all trackable website traffic is sourced from Organic and Paid Search, vastly exceeding all other channels, including Display and Social Media. The Organic Search figure at 53% is up from the 51% found in the 2014 research, the first year that BrightEdge Research conducted the analysis.

Organic Search remains the dominant source of trackable web traffic and in the dominant position as a channel. Paid Search continues to grow. Organic Social Media is flat since 2014 at 5%, and though ubiquitous, contributes on average 1/3 as much traffic as Paid Search and just 1/11 as much as Organic Search.

B2B Combined Search Traffic Is 76% of Trackable Traffic

Despite several seismic shifts in consumer behavior, the rise of mobile search, and the dramatic changes to the Search Engine Results Page (SERP) layouts, including Local 3-Pack, Knowledge Graphs, Videos, and Quick Answers, which push more organic searches below the fold, Organic Search is the channel that delivers the most traffic to web sites by a wide margin.

Why did organic share grow?

Over the last 5 years Google has invested significantly in enhancing the user experience by providing increasingly accurate and relevant search results and at the same eliminating from the SERPs distracting intermediaries using techniques that attempt to game the Google algorithm.

With the advent of Google’s RankBrain, its ability to map Internet content to search query intent has improved even further. As a result, consumers trust Google and rely on it even more and are using at a rate that exceeds the growth of display and organic social.

Download the full channel share report to learn more about the findings and review the data in tables and graphs.