ORGANIC WEBSITE VISITORS
Organic Website Visitors is a count of how many clicks to your website you received through Organic Search. This includes both searchers who have found you for the first time and also searchers who have interacted with your website previously. What it does not include however is bots and ‘bot-like’ users (those who visit very briefly) and this is why this number may differ from ‘sessions’ in the traffic channel section of Google Analytics.
This data is gathered through Google Search Console and is one of the most important metrics we show you. While other metrics are great, the number of people who visit your website is a crucial and core focus of ours for growing Organic Website Visitors.
ORGANIC WEBSITE EXPOSURE
Organic Website Exposure (Impressions) is a count of how many times you have been witnessed in the search results. What this means is that a searcher has to put in a search query and then scroll far enough down the results so that the relevant link to your website appears on their screen. If you’re the 9th result for a search query and a user doesn’t scroll down to the bottom of the page, you won’t receive an impression for that search. In essence, if you’re not witnessed in search, it won’t be counted as exposure.
While not as important as clicks, Organic Website Exposure is important as it’s very much a measure of brand awareness. Impressions are a brand touch point that may aid in clicks for future searches or conversions with other marketing activities.
WHAT SHOULD I BE LOOKING FOR
What you’re looking for depends on your current online visibility and what your marketing goals are. Broadly, you should be looking for a growth in Organic Website Visitors and an increase in Organic Website Exposure. However, sometimes decreases in Organic Website Exposure may be desirable as appearing in search for unrelated queries to your business and products can negatively hurt your brand and may make you look like a ‘click bait’ website to potential customers. When looking at exposure (Impressions), it is important to consider what specific queries you’re gaining exposure for and whether your clicks are increasing or decreasing.