“Where can I buy organic traffic?”

Today, I was busy doing some keyword research on Semrush when I found a “funny” keyword to me: “buy organic traffic”. Strange, isn’t it? I mean… By definition, you couldn’t find more antinomic than that: “paying” for something “free”. But it has a lot of search volume, so… I’ve said to myself: “Should I write something about that?”

I’m going to share with you a little story from my early career days, way back in 2007-2008. It was a time when the “digital marketing world” (whatever it means) was still in its infancy, and many of us were just beginning to wrap our heads around this vast, untapped online universe.

I remember like it was yesterday, my top managers, with a hint of excitement and curiosity in their eyes, would often come to me and say, “Seb, contact Google to ask them how much we need to pay them to be first on our three main keywords… and organically, right?” Back then, the concept of SEO (Search Engine Optimization) was like a mysterious puzzle that everyone knew was important but didn’t quite understand how to solve.

You see, my managers were not alone in their misunderstanding. The idea that one could simply pay a sum of money to secure a top spot on Google’s search results (and I’m not talking about Ads here), without dabbling in what they thought was the ‘dark arts’ of SEO, was a common misconception. Of course, the reality was (and still is) that you can’t just buy organic traffic like you do groceries. Gaining the favor of search engines and securing organic traffic requires effort, strategy, and, most importantly, patience.

This belief led to many humorous, yet enlightening conversations that taught me a lot about the misconceptions surrounding digital marketing and SEO. As I progressed in my career, I learned that these misconceptions were slowly fading, thanks to the growing body of knowledge and resources dedicated to understanding SEO. However, the quest for a quick and easy path to the top of search results remains a constant temptation for many.

So you can imagine my surprise to discover, while preparing this article, to find out that some companies were literally selling organic traffic online.

Were my former managers right? Can we buy organic traffic?

The straightforward answer might surprise you – yes, technically, it’s possible nowadays.

Before you rush off to find where you can throw your money, let’s unpack what this really means.

In the vast expanse of the internet, you’ll find services promising to deliver organic traffic directly to your doorstep, so to speak. These platforms claim they can boost your website’s visibility and increase your traffic numbers through methods that appear to mimic the natural discovery process. Sounds like a dream come true, doesn’t it?

However, this is where we must tread carefully. The term “buying organic traffic” is a bit of an oxymoron. By definition, organic traffic is supposed to come naturally, as a result of genuine interest from users who found your content through search engines or other organic means. So, when we talk about buying organic traffic, we’re venturing into a gray area, blending the lines between genuine interest and artificially inflated statistics.

This brings us to a critical point: the nature of the traffic you’re buying. Many services that offer to increase your organic traffic are not handing you the keys to a crowd of engaged, interested visitors. Instead, they might be directing bots or disinterested users to your site, who are unlikely to engage with your content in any meaningful way.

Now, you might be thinking, “But Seb, if the numbers go up, doesn’t that mean I’m achieving my goal?” It’s a fair question, and on paper, higher traffic numbers might look impressive. However, we must ask ourselves what we’re really aiming for. Is it just about numbers, or is it about building a community of engaged readers or customers who genuinely care about what we have to offer?

So, is buying organic traffic a good idea?

While the allure of instantly boosting your site’s traffic numbers is undeniable, let’s pause and consider the bigger picture.

First and foremost, let’s think about the essence of what we aim to achieve through our digital marketing efforts. Is it merely about seeing higher numbers on our analytics dashboard, or is it about cultivating a genuine relationship with an audience that finds value in what we offer? The answer to this question fundamentally shapes our approach to the concept of buying organic traffic.

The truth is, engaging in practices that artificially inflate your traffic stats can lead to more harm than good. Here’s why:

• Quality Over Quantity: The quality of the traffic you attract matters significantly more than the quantity. Genuine organic traffic consists of real people interested in your content, products, or services. These are the visitors who are more likely to engage, convert, and become loyal fans or customers. On the other hand, bought traffic often lacks this level of engagement and interest, which means it contributes little to your long-term goals.
• Risk of Penalties: Search engines like Google have become incredibly sophisticated at detecting unnatural patterns of traffic. If your site is found to be engaging in practices that aim to manipulate search rankings or traffic, you could face penalties. These penalties can range from a drop in rankings to being de-indexed entirely, which would be a significant setback for any website.
• Ethical Considerations: There’s an ethical aspect to consider when thinking about buying organic traffic. The foundation of a successful online presence is trust—trust between you, the search engines, and your audience. Engaging in practices that undermine this trust can damage your brand’s reputation in the long run.
• Misaligned Objectives: If your primary objective is to boost traffic numbers without considering the relevance and engagement of that traffic, you may be misaligning your marketing efforts with your business goals. True success comes from attracting visitors who are genuinely interested in what you have to offer and who will contribute to your site’s growth in a meaningful way.

Given these considerations, buying organic traffic may not be the golden ticket it’s often made out to be. While the idea of quickly boosting your site’s visibility might seem appealing, the potential risks and downsides far outweigh the temporary benefits.

Why would someone buy organic traffic then?

It’s a valid question, and despite the arguments against it, there are scenarios where the temptation to buy organic traffic could catch one’s eye. Let’s explore a few reasons why some might find it an appealing, albeit controversial, strategy.

• Quick Stats Boost: For businesses under pressure to show immediate results, the allure of quickly boosted traffic numbers can be hard to resist. This could be especially tempting for startups looking to impress investors or marketers tasked with meeting short-term performance targets. In these contexts, the superficial boost in traffic stats could momentarily paint a rosier picture of a site’s popularity or growth.
• Testing and Experimentation: Some may argue that buying traffic offers a unique opportunity to test the scalability and resilience of their website. For instance, how does the site perform under a sudden influx of visitors? Can the server handle increased loads, and how does it impact page load times? While there are more ethical and reliable ways to test these aspects, the idea of a quick traffic surge can be intriguing for technical benchmarking.
• Perceived Competitive Edge: In highly competitive niches, there’s a constant search for any edge that can set a site apart. The thought process here might be that if buying traffic could temporarily elevate a site’s visibility or search engine ranking, it could provide a competitive advantage, however fleeting or illusory.
• Ignorance or Misguidance: Sometimes, the decision to buy organic traffic stems from a lack of understanding of SEO best practices or falling prey to misleading marketing from traffic-selling services. Newcomers to digital marketing might be led to believe that this is a legitimate shortcut to achieving their goals.

While these reasons can make the idea of buying organic traffic seem interesting or even justifiable, it’s crucial to circle back to the core principles of building a successful online presence. The integrity of your site, the trust of your audience, and the long-term sustainability of your traffic and growth should always come first. Engaging with your audience genuinely, creating valuable content, and adhering to ethical SEO practices are the cornerstones of true success in the digital world.

In my latest article on Google’s March 2024 algorithm update, I delved into how the search giant is now more equipped than ever to penalize bad SEO practices. This evolution in search algorithms is a testament to the ongoing battle between genuine, quality-driven SEO strategies and the temptation to employ grey hat techniques for quick gains. The connection between the two topics is undeniable, as both underscore the high risk and ethical dilemmas associated with trying to manipulate search engine perceptions.

Through my 15ish years in the SEO industry, I’ve witnessed firsthand the allure of these shortcuts. The promise of fast results with minimal effort can be tempting, especially in the face of tight deadlines and ambitious KPIs. However, experience has taught me that these “too easy” solutions often lead to more problems than they solve. The risk of being caught by search engines and facing severe penalties is just the tip of the iceberg. Beyond that lies the damage to one’s reputation and the trust of one’s audience—factors far more challenging to repair than any dip in website traffic.

This journey has reinforced my belief in the value of hard work, ethical practices, and a deep understanding of SEO’s nuances. The true art of SEO lies not in finding ways to game the system but in aligning one’s strategies with the ever-evolving landscape of search engine algorithms. It’s about creating content that resonates with your audience, building genuine relationships, and earning your place at the top of search results through merit, not manipulation.