Organic search results are unpaid listings in a search engine. Google distinguishes clicks on these listings from clicks on search adverts. Buying Google Ads does not improve a page’s position in Google’s organic results. Source: Google Ads: Paid and organic search results

Give the report a useful question

Choose a question such as whether a destination guide attracts people looking for that type of holiday. Review the search queries and landing pages together. This connects the report to the content’s purpose rather than treating every visit as equally relevant.

Follow the visit through

Compare organic visits with recorded enquiries or bookings over the same period, using the agreed attribution rules. Keep paid activity in a separate view. This helps the team discuss what the traffic contributes without claiming that a higher visitor count proves more sales.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.