2024 Organic Traffic Benchmarks & Search Trends: How does your site compare?

Assessing your website's organic search performance against the latest industry benchmarks is essential for contextualizing data and fine-tuning your SEO & content strategies.

Do you know what to look for?

Check out Shannon Vize and Ryan Maloney of Conductor as they unveil the most recent organic search traffic benchmarks, trends, and insights for 2024 to elevate your search strategy for maximum impact.

You’ll learn:
- Organic search traffic benchmarks across key industries and subindustries for 2024.
- Branded vs. non-branded organic search traffic benchmarks by industry & subindustry.
- The most prevalent rich result types & leading content providers.
How to apply these successful SEO tactics to your strategy.

We’ll cover how these benchmarks can help you set more accurate KPIs to understand and improve organic search performance. You’ll also hear ways that your current strategy can improve, so you can stay ahead for the rest of the year.

Ensure your organic search & content strategies are optimized for success throughout the remainder of 2024 and beyond in this powerful new webinar.

2. But first…. a little housekeeping
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●Breakout room opens
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post-webinar survey

3. 2024 Organic
Website Traffic
Benchmarks &
Search Trends

4. Speakers

Shannon Vize
Sr. Content Marketing Manager
Conductor
Ryan Maloney
Team Lead, Customer Success
Conductor

5. Why use SEO benchmarks to set objectives?

6. Organic Search
Traffic Overview
Global Analysis

7. On average, organic search produces 33% of
overall website traffic for these 7 key industries
5
On average, 1 in 3 website
visitors to a domain come
from organic search for these
seven industries.
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Average organic website traffic by industry

8. Organic Search
Traffic Benchmarks
by Industry
Global Analysis

9. Organic search traffic benchmark for education: 35%
7
The education industry is a new
addition to our annual report for
2024. Overall, it tied with
healthcare for the third-highest
average organic traffic benchmark
at 35%.
Education Organic Search Traffic Benchmarks
Average organic search traffic benchmarks for education subindustries
Average organic traffic value for education: $1.8M

10. Branded vs. non-branded organic search traffic benchmarks
for education
8
Education Organic Search Traffic Benchmarks
Average branded organic search traffic benchmark: 34%
Average non-branded organic search traffic benchmark: 66%
Branded Non-Branded

11. Organic search traffic benchmark for retail: 27%


9
Despite having one of the lowest
overall average organic search
traffic benchmarks, the average
value of that organic traffic, if
sourced via PPC, sits at an
incredible $22.9M—the highest
amount of any industry in this
report for a second year in a row.

Retailers can reduce paid spend
and increase organic traffic by
investing in innovative content
strategies.
Retail Organic Search Traffic Benchmarks
Average organic traffic value for retail: $22.9M
Average organic search traffic benchmarks for retail subindustries

12. Branded vs. non-branded organic search traffic benchmarks
for retail
10
Retail Organic Search Traffic Benchmarks
Average branded organic search traffic benchmark: 66%
Average non-branded organic search traffic benchmark: 34%
Branded Non-Branded

13. Search &
Content Insights
U.S.-Specific Analysis

14. Top 3 rich search result types by subindustry for finance

12
A new trend discovered
over the last 12 months is
the rising prevalence of
the Video result type
across all 5 finance
subindustries.
Finance Search & Content Insights

15. Top 3 rich search result types by subindustry for healthcare


13
The dominance of People
also ask and Featured
snippets for the healthcare
industry reinforces the
effectiveness of investing
in a FAQ/glossary-style
content strategy.
Healthcare Search & Content Insights

16. Top 3 rich search result types by subindustry for professional services


14
Corporate law specifically
saw a significant month
over month increase in
search queries triggering
a Video result type.
Professional Services Search & Content Insights

17. Top content providers by subindustry
for finance

15
SEO Tip: Stop viewing your direct
competitors as your only competition.

Identify the top indirect competitors for
your domain and analyze their sites for
content strategy opportunities.
Finance
Banking Insurance Investments Mortgages Real Estate
N°1

N°2

N°3

N°4

N°5

Based on the percentage of weighted market share of the top 10 results for the 3 most prevalent rich result types per subindustry
Search & Content Insights

18. Based on the percentage of weighted market share of the top 10 results for the 3 most prevalent rich result types per subindustry
Top content providers by subindustry
for healthcare
16
Three clear content leaders in
healthcare (Mayo Clinic, Cleveland
Clinic, and WebMD) provide robust and
comprehensive “Health Libraries” AKA
the FAQ/glossary content strategy we
recommend as it drives the most
reliable, long-term content ROI for this
industry in particular.
Healthcare

Biotech & Pharma Health Insurance Medical
N°1

N°2

N°3

N°4

N°5

Search & Content Insights

19. Based on the percentage of weighted market share of the top 10 results for the 3 most prevalent rich result types per subindustry

Top content providers by subindustry
for technology




17
Nearly all the top content providers for
the technology industry are direct
competitors, meaning they sell
dedicated products.

This highlights that outperforming
indirect competitors like publishing
sites is possible through a targeted and
strategic content strategy.
Technology

Cybersecurity Hardware SaaS
N°1

N°2

N°3

N°4

N°5

Search & Content Insights

20. Based on the percentage of weighted market share of the top 10 results for the 3 most prevalent rich result types per subindustry


Top content providers by subindustry
for travel & hospitality



18
To compete with SEO powerhouses like
Wydham, you should learn from their
organic search content strategies.
Travel

Hotels & Resorts Travel Intermediaries
N°1

N°2

N°3

N°4

N°5

Search & Content Insights

21. Find the report in Handouts
Access the full 2024 Organic
Search Traffic Benchmarks Report


Navigate to the complete report in the Handouts section for access to insights across all
7 industries and 26 subindustries.

23. Questions?