Search Engine vs. Organic Traffic
Users who come to your site via Google, and other search engines, are much different than users who come directly to your site. Organic users know they are coming to your site and are familiar with it. Search users, on the other hand, are looking for something specific, which they may or may not find on your site.
Because these users are so different from each other, you should optimize your pages for each type of user. You can have different navigation structures, extra information for search users, special deals, or simply rearrange what you do have. It is difficult to know exactly what works best, but keep your key metrics in mind, segregate your audience, and optimize each one.
Even for something like AdSense, which you might believe has an overall “best” style and position should be tested for each type of user. You will often find that what performs better for one group of users will be quite a bit different than what performs for others.
Also, you might have different goals for organic users than for search engine users. For search engine traffic, you may want to drive them to register on your site; or you may want to immediately monetize them as best as possible; or you may want to lead them to a key information page. Whatever your goals, realize that they may differ for each audience segment.
A simple method to do this sort of testing is to cookie users that came directly from www.google.com, or any other sites you would like to segment. Then, for each page you display, and for your tracking software, look at the cookie, and act accordingly. Run the same exact test on both sets of users, and you may find the best result is different for each.
Tags: google, information, optimize, optimize adsense, optimizing, Optimizing AdSense, search, search engine, search engines, SEO, test, testing, traffic