45+ Organic Vs Paid Search Statistics For 2024: Interesting Findings

It’s nothing new that the online presence is of high value for businesses. SEOs and marketers keep updating and rinsing their knowledge about search results to get their businesses on the top rankings. 

But finding accurate data about organic and paid searches in one place becomes a challenge for many. 

If you’re one of those businesses finding it difficult to research apt data, this article is for you. In this article, I’ll take you into the world of SERPs to provide you with an in-depth breakdown of the most recent organic vs paid search statistics in 2024.  

Both searches are equally crucial for SERP results. So let’s dive deeper into the 45 Organic vs paid search statistics for 2024.

Organic Vs Paid Search Statistics

I’ll present 45 informative facts that illustrate the state of organic and paid searches today. You’ll get a thorough picture of the trends related to each search technique, from click-through rates (CTR), mobile searches, backlinks, marketers’ analysis, featured snippets, and more. 

Here are the latest Organic vs paid search statistics divided into different categories to make your research smoother. 

1. As of December 2022, users used Google as the search engine for 61.4% of search queries from desktops in the United States. (Source: Statista)

2. As of April 2023, Google holds the biggest market share for desktop search engines, with an 86.71% share. Google is followed by Bing, with a 7.14% share. (Source: Stats Counter)

3. Google also has the highest search engine host market share, with 81.12% share worldwide. (Source: Stats Counter)

4. In April 2023, Google became the biggest mobile search market in the United States. The search engine accounted for 94.92% of the United States mobile search market. (Source: Statista)

5. Google search is also amongst the most popular mobile apps, with a 58% reach among mobile users. (Source: Statista)

6. As of April 2023, Chrome is the most widely used browser for search queries holding a 63.51% share of the browser market worldwide. Chrome is followed by Safari with a 20.43% share. Edge and Firefox have 4.96% and 2.77% shares, respectively. (Source: Stats Counter)

7. The related searches section that appears at the bottom of SERP results appeared for 83.67% of SERP results for the year 2023. (Source: STAT Search Analytics)

8. The related searches section appeared for 98.80% of search queries looked up on desktops. For mobile devices, the section appeared for a total of 68.55% of the total search appearances. (Source: STAT Search Analytics)

9. The most commonly appearing features on the SERP pages after the related searches section are the “People Also Ask” section, Videos, Carousels, and Images. The shares of each feature are 78.85%, 52.84%, 51.65%, and 37.81%, respectively. (Source: STAT Search Analytics)

10. 15% of all queries generated are never before seen by Google. (Source: Search Engine Land)

11. About 32% of all clicks come from the top result on Google. (Source: Backlinko)

12. Of all the marketing channels, organic search provides the best ROI, according to 49% of marketers. (Source: Search Engine Journal)

13. 53% of US shoppers claim to use search engines to learn more about products before making a purchasing decision. (Source: Google)

14. SEO and organic traffic provide more leads than any other marketing strategy, according to 61% of B2B marketers. (Source: Hubspot State of Marketing Report 2023)

15. 59.2% of all web traffic worldwide comes from Google organic search. (Source: Sparktoro)

16. The more backlinks a page has, the more natural Google traffic it typically receives. (Source: Ahrefs)

17. Search engine leads have a 14.6% closure rate, compared to 1.7% for outbound leads. (Source: OptinMonster)

18. 88% of marketers who’re already using SEO plan to invest more or maintain their investment in 2023. (Source: Hubspot State of Marketing Report 2023)

19. Marketers who used SEO saw 11% more web conversions and 6.66% more inbound leads in 2022. (Source: Hubspot State of Marketing Report 2023)

20. Web traffic is the second most important metric to measure the effectiveness of content marketing strategy. Web traffic accounts for a 32% share in the top 6 metrics for measuring the effectiveness of content marketing strategy. (Source: Hubspot State of Marketing Report 2023)

21. 49% of marketers claim they find getting a high ranking on search engine results as the biggest challenge with SEO marketing. (Source: Hubspot)

22. Identifying keywords is the biggest challenge for 37% of marketers. Another 50% of marketers say they find staying up to date with the algorithm changes the most challenging. (Source: Hubspot)

23. Videos and images are used explicitly by 53% of marketers who use SEO as a component of their marketing plan. (Hubspot State of Marketing Report 2023)

24. Businesses that have blogs get 55% more website traffic. (Source: Hubspot)

25. Businesses that have blogs get 97% more inbound links, and 434% more of their pages are indexed. (Source: Hubspot)

26. A survey conducted in January 2023 in the United States claims that 14% of consumers said they’re likely to click on an ad 14% of customers indicated that they were likely to click on a digital advertisement relevant to their interests. (Source: Statista)

27. In the first quarter of 2023, Google generated a revenue of $54.5 billion from Google advertising. This revenue includes streams like YouTube ads, ads from Google search, and Google network. (Source: Oberlo/Shopify)

28. The average click-through rate for Google Ads is 1.91% for search networks and 0.35% for the display network. (Source: WordStream)

29. In a survey, respondents from the United States who used Facebook stated that 51% of the digital ads they viewed were relevant to them. 7% of respondents thought the ads were extremely relevant, while 44% said they were somewhat relevant. (Source: Statista)

30. 45% of small businesses invest in PPC campaigns. (Source: Clutch)

31. Around 90% of small businesses that invest in PPC also have an SEO strategy. (Source: Clutch)

32. Position one on mobile typically yields 6.74% of clicks, whereas position one on desktop typically gets 8.17% of clicks. (Source: SEOClarity)

33. Up to 80% more people are aware of your business when you use search ads. (Source: WordStream)

34. B2B marketers generate leads from social media ads. 80% of customers are acquired by LinkedIn ads, followed by Facebook and Twitter, contributing to 69% and 30%, respectively. (Source: LinkedIn)

35. PPC is a major driver for businesses, according to 74% of brands. (Source: Swydo)

36. PPC yields a 200% ROI ($2 return on investment for every $1 invested). (Source: Google)

37. 70% of marketers believe that SEO searches are superior to PPC advertising for generating sales. They claim that appearing in organic search results leads to higher click-through rates and more leads in the long run. (Source: SEO vs PPC)

38. 80% of Google users who conduct searches entirely ignore paid advertisements. 70% of links that users click during searches are organic. (Source: Hubspot)

39. Only 50% of users can correctly distinguish between advertising and organic search results. (Source: Hubspot)

40. 33.59 percent of clicks are for organic search results, and 1.59 percent of clicks are for paid search (Source: Statista)

41. 1st place ad on SERP gets 2.1% clicks. While the 1st place organic search gets 39.6% clicks. (Source: First Page Sage)

42. Over 53.3% of all website traffic comes from organic search. While 15% comes from paid search. (Source: Brightedge report) 

43. Organic searches are 8.5 times more likely to be clicked than paid search results when it comes to traffic conversion rates. Paid searches, on the other hand, have a 1.5 times higher likelihood of converting through search engines. (Source: electrlQmarketing)

44. SEM generates 68% of all website traffic, with organic search making up 40% and paid search 28%, respectively. (Source: SEO inc)

45. Paid search, or paid SEO, accounts for more than 75% of all B2B traffic. (Source: SEO inc)

46. The most clicks are generated for your website when paid and organic searches are combined. (Source: View, Click, Impact! Research)

47. Businesses and marketers who use SEM, which combines SEO and PPC strategies, see a 25% rise in clicks and a 27% rise in income. This is contrasted with businesses that only employ one tactic. (Source: Business2Community)

Sources used for this section:

You can read our other interesting stats like: Keyword Research Stats and User-generated content stats.

Organic Vs Paid Search Statistics Bottom Line

After going through the 45 Organic v/s paid search statistics, I hope you’d now know the benefits of an SEO strategy for your business. 

However, neither the organic nor the paid search is powerful on its own. You need a balance of both to keep your website traffic high for the long term.

Organic searches will bring evergreen traffic to your websites, while paid searches will leverage the high traffic with an additional push time and again. 

I hope the Organic v/s paid search statistics in this article will help you analyze your SEO strategy and make the necessary changes.