Swap Your ROSS for ROOT: Boost Return on Organic Traffic

December 1, 2023
Bob Hutchins
CMO

Search engine optimization (SEO) is anything but stagnant. Best practices have changed rapidly over the past few years, and they’re changing again with the widespread use of AI in online marketing. With these shifts, brands and businesses can utilize AI and best SEO practices for a return on organic traffic (ROOT). 

Swapping out a focus on return on search spend (ROSS) for ROOT has many benefits. By boosting return on organic traffic, you can find your target audience, increase sales, and further build your brand. 

But, why is organic traffic so important, and what can you do to give it a boost? Learn more from EKOM.

A Tale Of Organic Search 

While using a search engine is a natural, easy experience for users, earning exposure is much harder for brands. When a user goes to Google and types in a phrase or question, they get results nearly instantaneously.

Brands, on the other hand, have to work hard to show up in these rankings and earn organic traffic. Organic traffic is the number of visitors who go to a website directly from the search engine results page (SERP).

In the past, SEO required a lot of guesswork, and it was difficult to know if efforts matched what Google was looking for exactly. Therefore, improving organic traffic was challenging, and it was not easy to see the exact return on investment (ROI). 

A metric like ROSS may be easier to measure, but there are many reasons to re-focus on ROOT, as it’s much less complicated than it used to be. 

Why Organic Traffic Matters

Surveys found that around 50% of respondents feel more trust for brands that rank highly in organic search results as opposed to finding the brand through a paid ad.

In fact, over 60% of Gen Z and Millennials prefer brands that show up in the top five results on the SERP. 

Even more telling is the fact that around 55% of respondents said they would switch to a new business or brand that they found through an organic search. Most people polled also said they’d rather refine search terms than look past the first page of results.

These statistics reflect just how essential organic search is to consumers. If your brand can improve its organic search rankings, you’ve already come a long way in brand visibility and building brand trust. 

How To Generate Better Organic Search Results

These days, SEO isn’t a “black box” of guesswork. With better data, you can use SEO to improve your ROI. AI also assists with faster SEO results. With an AI-powered content enrichment model, you can see improvement in your rankings and increased organic searches much faster than ever before.

EKOM allows e-commerce marketers to level up product detail pages (PDPs) quickly. Whenever you need to make adjustments to the SEO on your e-commerce site, you can do so across your entire product suite using a brand-specific LLM and the latest search data trends. This means you no longer have to invest resources in creating all of your digital assets manually, leading to much faster results. 

If you want to see improved organic search for your business, see how EKOM can help. Schedule a walkthrough today. 

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