Organic traffic includes the visitors who arrive on your B2B website after performing a search online using a search engine. The most well-known search engine is Google, followed by Bing, DuckDuckGo, Yandex, etc.
Ideally, these organic traffic visits come from searches using terms (also known as keyword phrases) that are relevant to the products or services you sell. If you sell accounting software, you want organic visitors who are using terms like “accounting software,” “software for accounting,” or “software for accountants.”