Organic Search is visitors who reach you by Googling or using another search engine which Google recognizes as a real search engine — mostly Bing and its second string, Yahoo. People using other search engines like DuckDuckGo or sites which are now commonly used as search engines but which have other purposes, like Pinterest, will show up in Referral traffic and in the case of Pinterest, in Social. If you have a good, well-optimized website, Organic Search will usually be your most frequent source. At our lab site, we do nothing to encourage other sources, so Organic Search is absolutely the top.
Now, there's one more little group that might fall into direct traffic -- it's something you might have heard about as "Dark Social" if you've been staying up to date on, well, dark social as a referral source. Basically, dark social is what some people are calling the social site traffic that most analytics programs can't capture since it lacks referral data, but is coming from things like emails and instant messengers (which, technically, are social mechanisms). Often, this unidentifiable traffic -- anything without a referring URL -- is also bucketed into direct traffic. Now, as BuzzFeed so eloquently puts it, "all 'dark social' traffic is direct traffic, but not all direct traffic is dark social."
In short, press request alerts are requests for sources of information from journalists. Let's say you're a journalist putting together an article on wearable technology for The Guardian. Perhaps you need a quote from an industry expert or some products that you can feature within your article? Well, all you need to do is send out a request to a press service and you can wait for someone to get back to you.
No one wants to work harder than they have to – and why should they? Why pour five hours into Plan A when Plan B takes half the time and can be twice as effective? While that might seem like common sense, many companies waste a lot of time churning out new website content, when they should be revamping their existing blog posts and landing pages instead in order to increase organic traffic.
For a long time, digital marketers summed up the properties of direct and organic traffic pretty similarly and simply. To most, organic traffic consists of visits from search engines, while direct traffic is made up of visits from people entering your company URL into their browser. This explanation, however, is too simplified and leaves most digital marketers short-handed when it comes to completely understanding and gaining insights from web traffic, especially organic and direct sources.