In general, you can personalize your pages for visitors of all traffic sources. To trigger a personalization, you have to set up variations and audiences.
Audiences can be based on any information available about your visitors.
In total, Unless provides you with 25+ targeting conditions. In order to become part of an audience, a visitor has to meet all or some of them.
Personalize for direct traffic
For this, use the condition Page Referrer. Next, set the trigger to "is empty" to target visitors who have come directly to your website.
Personalize for organic traffic
To cover organic traffic, also use the condition Page Referrer. Create one trigger per search engine. By using "contains" you can cover all domains (e.g. google.com, google, de, google, es,...)