Most people click one of the first few search results, so higher rankings usually lead to more traffic. Unlike other channels, search traffic tends to be consistent and passive. That’s because the number of searches is usually quite consistent month to month.
Search traffic is also “free.” That’s a big deal because ads can be expensive.
For example, we get an estimated 1.4M monthly visits from organic search. It would cost us an estimated $1.7M per month to get that same traffic from search ads.
SIDENOTE.
No source of traffic is truly free. SEO costs time and effort.
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