A website can use organic traffic or paid traffic to increase visitors to their website. Organic traffic means that the website is getting traffic through search engines like Google and Bing. Paid Traffic is when you pay for traffic to your website. Organic Traffic is free, but it takes time for the traffic to increase to the website. Paid Traffic gets instant results, but does cost money. The major benefit of using paid traffic is that it allows you to target your ideal customers more effectively than organic traffic does. When you are running an ad campaign, you can easily choose exactly who you want to see your ad. You can also adjust your campaign quickly if you aren't seeing the results you were expecting.
Organic traffic is much harder to track because you don't have as much control over who views your ad or how many times they see it. If you are running an ad that isn't working, it can take a very long time for that ad to stop showing up on searches because there are so many other companies fighting for the same keywords as you are.
Organic traffic does have its benefits though. The main benefit of organic traffic is that it leads people who are genuinely interested in what your company has to offer because they searched for the product or service directly.