Most of us take the search bar for granted when browsing the internet. It often shows the familiar prompt “Search Google or type a URL.” Many users, especially marketers and SEO professionals, pause to search Google or type a URL depending on whether they want quick access or to explore new content. This choice can have a direct impact on website traffic, search rankings, and overall SEO performance, making it an important consideration for anyone looking to grow their online presence.

In this blog, we’ll explore how these two browsing behaviors impact SEO, why it matters, and what strategies can help your website perform better.

Understanding User Behavior

Before diving into SEO implications, it’s important to understand how users navigate the web:

Typing a URL

When a user types a URL directly into the browser, they are already familiar with the website. This usually indicates:

• Brand awareness: The user knows your brand and trusts your site.

• Returning traffic: They are likely a repeat visitor.

• Direct intent: They want something specific, like a product page or dashboard.

Direct URL traffic is valuable because it shows loyalty and trust, but it doesn’t necessarily help your site grow organically if no new visitors are discovering it.

Searching Google

When a user searches Google, they type queries, questions, or keywords rather than a full URL. Google displays a list of results, sometimes showing multiple formats like:

• Website links

• Featured snippets

• Videos

• News articles

• Related searches in the people also search for section

This behavior is crucial for SEO because it drives organic discovery. Users may not know your brand but can find your website through relevant search queries.

Why User Choice Matters for SEO

SEO is all about visibility and driving relevant traffic to your website. How users arrive plays a big role:

• Direct URL traffic is often high-quality but limited to people who already know your brand.

• Search traffic brings new users, expands reach, and increases opportunities for engagement, backlinks, and conversions.

Google tracks user behavior, click-through rates, and engagement. Websites that appear in searches and attract clicks signal to Google that the content is relevant and trustworthy.

The Role of Keywords

Keywords are at the heart of SEO. When users search Google instead of typing URLs, they rely on search terms to find your website. This highlights why your content must align with popular queries and search intent.

Using “People Also Search For”

The people also search for feature in Google is a goldmine for SEO. It shows related searches that users are actively performing. By creating content around these queries, you can capture additional traffic, rank for more keywords, and increase visibility.

For example, if someone searches for “best running shoes,” the people also search for section might show “lightweight running shoes” or “running shoes for flat feet.” Optimizing content for these terms increases your chances of being discovered by new users.

Direct URL Traffic vs. Search Traffic

Direct URL Traffic

Pros:

• High engagement since users are already familiar with your brand

• Lower bounce rates because visitors know what they want

• Good for conversions, like purchases or sign-ups

Cons:

• Limited reach to new audiences

• Doesn’t improve organic rankings directly

Search Traffic

Pros:

• Brings new visitors to your website

• Helps build authority and backlinks as more people discover your content

• Supports keyword strategy and content marketing efforts

Cons:

• Users may bounce if content doesn’t meet expectations

• SEO requires ongoing effort, research, and optimization

How Experts Approach SEO

SEO professionals recognize the importance of both types of traffic. Here’s how they think about it:

1. Build Brand Awareness: Direct URL traffic is a sign of a strong brand. A recognizable brand name leads to repeat visits, trust, and loyalty.

2. Optimize for Search Discovery: To grow your audience, it’s critical to target keywords, create high-quality content, and leverage Google features like people also search for.

3. Balance Both Traffic Sources: While repeat visitors are valuable, new users drive growth. A combination of direct and search traffic provides stability and scalability for SEO.

Strategies to Improve SEO

Here are actionable strategies to make the most of both user behaviors:

For Direct URL Traffic

• Promote your brand offline and online so users remember your website.

• Use short, memorable URLs that are easy to type.

• Encourage bookmarks and email newsletters to bring repeat visitors.

• Implement HTTPS for security and trust.

For Search Traffic

• Keyword research: Find terms your audience is searching for.

• Content optimization: Use keywords naturally in titles, headings, and meta descriptions.

• People also search for: Create content around related queries to capture additional search traffic.

• High-quality content: Ensure content is informative, engaging, and solves user problems.

• Internal linking: Guide users to relevant pages to improve session duration and reduce bounce rates.

Measuring Success

Tracking traffic sources is key to understanding SEO performance:

• Google Analytics can show direct vs. organic traffic.

• Search Console helps track keyword rankings, impressions, and clicks.

• Bounce rate and session duration indicate how engaged your visitors are.

• Conversions show the effectiveness of each traffic source in driving goals.

By analyzing these metrics, you can optimize your SEO strategy to balance direct and search traffic effectively.

Common Mistakes to Avoid

• Ignoring keyword research and relying solely on direct traffic

• Overlooking people also search for suggestions that could boost content visibility

• Creating content only for search engines instead of users

• Failing to make URLs easy to remember and type

• Neglecting technical SEO, like site speed and mobile optimization

Conclusion

Both searching Google and typing URLs have an impact on SEO, but for growth and visibility, search traffic is generally more important. Direct URL traffic is valuable for engagement and loyalty, while search traffic expands your audience and builds authority.

Leveraging features like people also search for, optimizing for relevant keywords, and creating high-quality, user-focused content ensures that your website performs well in search results while retaining the loyalty of returning visitors. Using people also search for suggestions allows you to target related topics that users are actively searching for, increasing your reach and improving your chances of ranking for additional queries.

By balancing both approaches, you can strengthen your website’s SEO, attract new visitors, and provide a better overall user experience. Understanding how users navigate—whether by typing URLs or searching Google—is a crucial step in crafting an effective SEO strategy. Professionals who master this balance see the best results in traffic, rankings, and conversions.