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Search engine traffic refers to the visitors who arrive at a website by clicking search results leading to that particular website. Using a Web analytics program, a website’s overall search engine traffic can be segmented to show the percentage of search engine traffic for individual Web pages or site sections. Search engine traffic is used to describe traffic that a site has not paid for, in contrast to paid search engine traffic, which results from people clicking through on a sponsored search result or ad.
Search engine traffic is also known as organic search engine traffic.
A high volume of search engine traffic is a generally a positive thing for a website. It means that the content is good enough to build up a strong search engine rank that results in views. The percentage of these views compared to traffic from other sources, such as bookmarking, non-search referral and so on, shows how reliant a particular site is on search engines to produce page views. Being search dependent is not necessarily a serious weakness; it merely means that any changes in search engine rank will have a large impact on the site's page views. This makes maintaining up-to-date white hat SEO policies essential for websites that rely on search engine traffic.