Organic traffic

Organic traffic is the compounding payoff of SEO — unlike paid clicks, it keeps arriving after you stop spending, which is why it's the metric most SEO work ultimately targets. Judge it by segment rather than a single line: a rise driven by branded searches means something very different from growth on non-brand, high-intent queries. Watch it alongside Search Console impressions and average position so you can tell a ranking gain from a seasonal swing or an algorithm update.