Organic Search is what SEO focuses on. Contrary to paid search, organic is the traffic that comes to your site without paying for it. The SERP (Search Engine Results Page) shows a combination of paid and unpaid (organic) results.
The value of organic search in digital marketing comes from it's long term approach: even when ending an SEO campaign, the site will still keep it's positions in search - that is, until competitors catch up. In contrast, as soon as an SEO campaign is ended, the traffic dries up.Back