by Karim Sultan

Created on: January 28, 2009   Last Updated: March 02, 2009

Tracking lead generation and conversions from an organic search can be a tricky process. It can also play an essential role in optimizing your site to maximize organic conversions. Higher conversions yield increased revenue, both from a sales perspective, as well as from reducing cost of lead acquisition.

What is an Organic Search?

Consider the produce section at the local supermarket. Fruits and vegetables that are grown and cultivated under the organic label are placed in a separate section, allowing the consumer to distinguish between them and other products. Not so in the world of search engines. The top search engines interlace their search results with advertiser websites. The results may be indistinguishable from other listings. Often, the searcher does not know which is "placed" and which is "organic". The term organic has become an industry standard for a non-paid-for placement.

Are Organic Rankings Important?

Regardless of any online advertising campaign a business may be running, organic rankings are important. Having a high organic ranking ensures more visibility (on more search engines). Optimization of a business' website will have it appear more often, and with higher placement, in search results.

Reverse Tracking

Many web-hosting packages offer utilities to show where visitors to the site originated. Using these tools, a business can determine which search engines are sending the most traffic. Similar log analysis tools can determine which website page is being hit on entry the most.

Organic Searches and Lead Generation

Conversions rates are rarely disclosed as they differ greatly depending on product or service, cost, and market type. Converting just one lead out of 100 visitors, results in a 1% conversion rate (CR). Some very successful businesses reach CRs of up to 10%. A business should calculate its average cost for lead acquisition and then determine the minimal break-even CR required. Organic conversions are important revenue components, as they have no cost of acquisition! Optimizing your site to capitalize on converting organic search visitors to organic conversions can pay dividends rapidly!

Optimize Accordingly

Unlike an online advertisement, which usually pinpoints a targeted entry page on the business website, an organic search may result in any page being hit. A visitor may end up at any point in the site. Optimization can reduce this by focusing search results to key product pages, or the corporate home page. Have online ads target a separate entry page, so they can be distinguished from organic search visitors. Take advantage of log analysis tools to identify and eliminate e-commerce roadblocks on the corporate website.

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