Organic SEO, What Is It, and
Why Organic Search Results Are Important
We have compiled this list of articles to broaden the scope of this very critical subject “Organic SEO,” we intend to give our readers a wider perspective of SEO, its importance, and why it is neither a quick or simple task.
What is Organic SEO?
Organic SEO is an online marketing strategy made up of smaller sub-strategies, like keyword research and link building, that help your website rank at the top of organic, unpaid search engine results pages.
Organic SEO matters because a staggering 75 percent of searchers don’t even click past the first page of results. If you’re not ranking highly, you guessed it — your website won’t get any traffic, which means your site will struggle to bring sales and leads to your business.
Companies also need to pay attention to organic search engine optimization because users rely on search engines to find what they need. Over 90% of online experiences begin with a search engine, like Google.
If you don’t appear at the top of organic search results, you’re giving away revenue.
In fact, organic traffic captures more than 40% of revenue. Not to mention, search engines deliver a close rate that’s eight times higher than traditional marketing. Search is a valuable marketing channel that’s waiting to drive revenue for your business.
You have to start optimizing your site for organic SEO.
Let’s talk about how ranking works and how organic SEO and Google are connected.
Before we can talk about organic SEO, it’s important to understand Google and why it plays such a big role in your organic SEO strategy.
Google, as a search engine, has a big responsibility. The most popular search engine’s main goal is to ensure that it returns the most informational, beneficial results possible when a user provides a search query.
Google wants the results it delivers to be all-encompassing resources that match users’ search intent — the information they want to find when searching online.
Not only that, but Google also cares about the experience that its users will have on a website, so it also looks at things like the user experience a website provides, page speed, and dwell time.
Organic traffic is the traffic that comes to your website from unpaid sources/searches such as Bing, Google, and Yahoo.
It plays a great role in the success of the business. Therefore, its importance cannot be neglected.
Research shows that it represents over 60% of the total traffic on the website.
The whole SEO industry is built around organic search traffic to improve website owners’ organic ranking.
In this article, I will present you with the benefits or, rather, the importance of relying on the traffic that comes from organic searches.
New websites have difficulty ranking for popular, high-volume keywords for two primary reasons:
- New websites don’t have much site authority yet. The amount of on-page optimization you do when targeting a specific keyword is only half the battle. The Google algorithm takes site or domain authority into account when assigning rankings. Your site’s authority depends on factors like the age of the domain (hence, new websites necessarily have less authority) as well as the number of inbound links your site has accrued and the authority, in turn, of the sites that link to you (aka PageRank).
- The competition for “popular keywords” is that much stiffer. By definition, more sites are competing to rank for more popular keywords, so your site authority is even more important if you want to rank on the first page or anywhere near it. Think about it: Some sites have been around for a decade or more, working to rank for valuable popular keywords (like, say, “car insurance” or “local weather”). It’s unlikely that some newbie will be able to stroll in and take one of the top spots just because they want it.
The web is growing all the time, and the huge increase in the number of unique domains each year – in 2011, over 50 million new domains were created! – means that popular, high-volume search terms (i.e., terms with serious keyword difficulty) get exponentially more competitive over time. Yes, it’s indeed tough for new sites to rank for these keywords – unfortunately for you and your site, but perhaps fortunately for users. Search engine users want the best information first and fastest, so Google ranks sites that are already vetted through the “votes” of links.
If you have a new website and you want to rank for a popular keyword, you’ll have to prove your site’s worth to Google first. Here are some tips for getting there:
Longer, more specific keywords – known as long-tail keywords – have lower search volume than head terms, but they’re much less competitive to rank for. For example, a new website has next to no chance of ranking for the head term “insurance” but would have much better luck with a niche keyword like “business overhead expense disability insurance” because fewer websites compete to rank. Long-tail keywords also benefit from revealing more intent, making it easier for you to create content that meets the user’s implied needs.
SEO “content” is whatever it is on your site that might rank for a relevant keyword – whether it’s a blog post that answers a question (like this one), a video that shows viewers how to do something, or user-generated reviews of the products you sell. By “real content,” I mean content that is genuinely useful to people. Your content marketing strategy should follow naturally from the type of business you run, the types of keywords that your prospects use, and where your expertise lies.
Google is in full-on battle mode against SEO spammers, so be safe when building links (and I don’t mean giving your in-house SEOs condoms!). Don’t purchase links in bulk, and don’t waste your time with low-quality websites that are irrelevant to your niche. Spammy link tactics are unlikely to work in the long term, but you still need links to show Google your site is rank-worthy. So leverage that great content you’re creating and do smart link outreach to bring your site’s attention.
As mentioned above, part of what matters to Google is the age of your site. So there’s no fast track to great SEO rankings – to some extent, it’s just a waiting game. But domain age alone isn’t worth very much – your site should be growing and improving all the time.
Article compiled by RapidPage.ca, if you need assistance with your Search Engine Optimization, do not hesitate to call RapidPage today.