There are tons of articles out there about paid search. SEO, Adwords, display ads, paid ads on social media… We’ve heard and read about them all. And, done properly, any and all of these methods can be effective and done with in a pre-set budget.
But prior to the development of these methods and the incarnation of the thousands of companies and individuals who provide these services, there was something called organic search.
Organic search is simply being found online without paying for positioning on search engines. In other words, as defined by Wikipedia, “Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.”
Of course, even organic search requires a strategy in order to show up on the listings. However, these tactics can be undertaken without the need to hire outside help.
Search engines obviously require input data that allows your company to be found. Things like keywords and back links are still important, but can be created through website design and data, clever content, and having your site backlinked to other sources, which helps determine the popularity of your site.
Review the following four questions to find out how users discover your company through organic search:
1. When searching for your keywords, what do users notice first: your website, your ads, or your competitors? If they are finding your ads, it proves that your paid advertising is working, but says little about your organic search. If they’re finding your competitors first, it’s definitely time to review your site and your content to make sure that you are targeting the appropriate keywords for your business. If they’re finding your website first, you are getting good organic search results.
2. What words are standing out to users on the Google search page results? Regardless of whether your site is being found on the first two pages of search engine results, review the words that are showing up on the results and make sure that you are using the words and terms that are being found.
3. If, and when, users are clicking on your link what do they expect to find? Make sure that you are using keywords that are appropriate to your business. Falsifying your content to gain organic search results is not the way to go. Users will be upset at what is a thinly veiled attempt to gain traffic and will boycott your site.
4. Does your landing page (or homepage) meet the users’ expectations? As mentioned above, make sure that you are being found by users who are entering a search query that is true to your business. You have only a matter of seconds to capture the attention of a visitor to your site. If they are not drawn to keywords and content that matches their interest, they’ll move on to the next search result.
Organic search results are an important part of online business success. Make sure that you don’t neglect this function. Keep your content fresh and current; both search engines and users are looking for this!
Until next time…
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