Traffic sources and attribution
How to analyse organic search traffic
Connect organic visits, landing pages and conversions to the intent behind search queries.
Organic traffic is not one audience. Each landing page answers a different query, and its success depends on the task behind that query.
Start with landing pages and intent
Group organic sessions by entry page and page purpose. Educational queries may need a complete answer before a product page is appropriate; comparison searches may need clear evidence and pricing. Search query data can add context when connected through an approved source, but do not infer a precise query from analytics when it is not present.
Put it into practice
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Measure relevant onward clicks and outcomes, then compare similar pages. A page can rank and attract visitors while failing to answer their question. Conversely, an informational page may build trust and assist a later return, even if last-click attribution credits another source.
Improve the page before chasing volume
Update missing explanations, outdated facts, unclear structure or broken paths. Maintain accurate titles and internal links between related guides and product information. Assess content performance over a meaningful period and avoid changing URLs without a redirect plan.