Definition
What is Organic Traffic?
Organic traffic is the subset of website visitors that arrive through unpaid search engine results. In GA4, organic traffic is identified by the session source/medium containing values like google/organic or bing/organic. It excludes traffic from paid search ads, social media, direct visits, and referral links.
Why it matters
Organic traffic represents the long-term, compounding return on SEO investment, and growing it sustainably is typically the primary goal of B2B content marketing.