What Is Your Business’s Organic Freedom Tipping Point?

By Lauren Gaggioli

As an entrepreneur, did you start your business to have more control over your own time? 

To better utilize your own skills, experience, and business knowledge?

To implement and effectively guide a new business idea through organic, sustainable, attainable growth? 

To give yourself more financial freedom through passive income? 

If the answer to any of these is yes, then I have a new term to introduce you to: The Organic Freedom Tipping Point. 

As an organic content specialist, SEO consultant, and creator of the Organic Marketing Ecosystem course, I’ve realized that there's an ultimate goal to investing any time in SEO and organic marketing – but no term for what that goal is!

It’s about using personalized data to guide your business strategies.

It’s about employing existing online opportunities.

It’s about discarding superfluous digital endeavors.

Most of all, it’s about giving yourself a clear goal to drive toward, in order to maximize the investments you’re making in both your time and money. 

If SEO and organic marketing are not in your professional wheelhouse, you might be wondering, is SEO important for a small business?

Regardless of the size or nature of your business, I’m here to help you understand that YES, SEO is very important. 

When leveraged properly, it can do the bulk of the heavy lifting in your marketing efforts once you’ve reached the Organic Freedom Tipping Point. 

The goal of your Organic Freedom Tipping Point is to get you to the point where everything else becomes optional. Because when everything else is optional, there's freedom and ease, and even the ability to take a season off from your business, knowing SEO has your back so Google can keep sending people your way. 

Let’s open up that whole world of saying yes to your family and free time, while also saying yes to watching that lovely moolah roll in!

What Is the Organic Freedom Tipping Point?

The Organic Freedom Tipping Point is a way for us to precisely calculate the amount of online traffic that you need to generate with your business, in order to invest in no other marketing efforts.

Whether you’ve had your business for years or you’re just getting started, regardless of the industry you’re creating in, I believe wholeheartedly in arriving at your goals efficiently and ethically (aka honoring your resources and the philosophy of your business, so you can enjoy all of the amazing aspects of life beyond your business.)

I also believe in leveraging and deputizing Google to connect you with the multitudes who are looking for the exact product that you offer, without having to pay for it. 

Your personal Organic Freedom Tipping Point is the point at which you’ll have all the prospects you need arriving on your digital doorstep.

They are arriving naturally, organically, in a great enough quantity to convert as many visitors to ongoing & paying customers as you need, in order to grow your bottom line in the way you want. 

And yes, they are coming at no cost to you – once you’ve devised and executed the best SEO & organic traffic strategies.

Yes, it is a formula. 

Yes, it is completely calculable.

How To Find Your Organic Freedom Tipping Point

You can calculate your Organic Freedom Tipping Point by knowing how much income you want to generate, then using current average email conversion and sales conversion rates to determine the volume of customers necessary to achieve that amount.

The reason email & sales conversion rate data translates so well is that when you are doing keyword research, the data you’re finding can be categorized in two main kinds of query intents: informational queries & transactional queries. 

There are other types of queries, but these are the main two I focus on. 

Here’s why...

When people have problems or questions, they go to Google for solutions. 

Sometimes that solution is learning more and sometimes the solution is a paid offering, a product they’re looking to buy. 

So when we look at those two types of queries and we break down our keyword research with that intent in mind, it allows us to understand what is most likely going to convert into a paid purchase down the line.

This strategy brings the very best of UX and SEO to the party and naturally creates conversion events based on those keyword intents.

Informational Queries

Informational queries are people simply looking for information. 

Let me give you an example of this for me...

Someone types into Google: what is organic marketing?

That's information. 

All they want is clearer answers, more details, greater understanding. 

Now, this is where something like an opt-in or a tripwire, comes in. 

(For anyone unfamiliar with these terms, I’m talking about a small offer or free offer in exchange for the opportunity to offer something bigger or more expensive down the line - kind of like a long-term upsell.) 

Someone interacting with Google through an informational query is going to be a longer time investment for you to get them to the customer purchasing point, rather than an immediate yes. So you need a higher volume of these types of queries and an opt-in to accelerate the buyer journey. 

But the nice thing about the informational side is your entire blog is informational. 

Your entire catalog of all the writing you've ever done around what it is you do, and around the solution that you provide, that all aggregates. 

You can get more traffic to those pages on your site because you're targeting a wider variety of keywords.

But, since it takes longer to convert them to a purchase, you need a higher volume of visitors to reach the same revenue goal as a lower amount of transactional queries. 

Transactional Queries

Transactional queries are looking for a bigger transformation in their life, rather than just general understanding.

For example, someone might type into Google: organic marketing course

This type of person probably understands that the answer from Google will not be a simple sentence defining what an organic marketing course is or what organic marketing is. 

Google will be providing lists or suggestions of something that involves effort on the part of an expert to create, launch, and provide, and therefore is likely a paid solution. 

So this type of query suggests someone looking for the opportunity to purchase.

On the transactional side, you need fewer people because those people usually arrive with their credit card in hand.

Calculating Your Organic Freedom Tipping Point

We can calculate what the Organic Freedom Tipping Point is, based on averages. 

  • On the informational side - what volume do you need to drive to your blog in order to convert to your email list, and then create that trickle-down effect to convert folks into paid, happy clients? 
  • On the transactional side - how many people do you need to have visiting your sales page to achieve your desired numbers? 

You calculate these separately and then you have clear, quantifiable goals in mind for conversion. 

But here's the beautiful thing… 

Once you hit your target traffic for either information or transactional queries, you’ll have hit your revenue goals.

Hit those traffic goals for both types of search intent and you’ll have double the revenue you calculate for.

Plus, my guess is you do more than just write blogs and set up sales pages.

So all those other marketing efforts that you're making will be amplified together. 

But if you wanted to stop doing everything else, the organic marketing tipping point is where you're getting enough volume to your blog, or enough volume to your sales pages, to do literally nothing else but sit on a beach and drink daiquiris… if that's your jam. 

Or, in my case, I think I'd probably just go to Disney World and celebrate. 

Next Best Steps To Learn More About The Organic Freedom Tipping Point

Ready to apply what you’ve discovered about the Organic Freedom Tipping Point to your business? 

That's exactly what I teach in my Organic Marketing Ecosystem course because so many SEO experts do not tie traffic to revenue and that is doing a huge disservice to their clients. 

You have to look at not only how much traffic you can drive, but look at the next right step for the human being on the other side of that query. 

When they get to your site, how do you serve them? 

What is the path you create for them? 

Really important to focus on that. And if you want a whole system to back you as you craft the content yourself, my organic marketing course might be a good fit for you.

That said, the best place to begin is always to understand clearly where you're starting from.

For that, I've created a completely complimentary 3-part mini course called the DIY website audit

In this free course, I walk you through benchmarking your site’s existing traffic numbers as well as share some of the most common mistakes I find and fix on my SEO clients' websites.

If you're ready to learn how to level up, sign up below and I’ll send you the mini-course right away.