Organic search is a source of traffic in Google Analytics, referring to unpaid listings on search engine results pages (SERPs) . It is one of the ways users get to your website, and it plays a fundamental role in digital and inbound marketing. Organic search results are the unpaid results that appear on a search engine results page after a query. Organic search traffic in Google Analytics can be found under the Acquisition section, by clicking All Traffic, then Channels. The Google organic search traffic report is a pre-made detail report that displays landing pages with associated Search Console and Analytics metrics for your linked Search Console property. Organic search is different from direct traffic, which consists of visits from people entering your company URL into their browser. Other traffic sources include referral traffic, social traffic, and paid search ads. Analyzing organic search results can often help to identify new keywords for your Google Ads campaigns.