Organic search engine optimization (SEO) is the process of optimizing a website to increase its visibility in the organic (non-paid) search results. It involves making sure that your website is properly optimized so that it appears higher up in the search engine rankings.
Organic SEO is an effective way to drive qualified traffic to your website. But how do you accomplish it?
The first step is to have an understanding of the latest Google algorithm update so that you can craft your landing pages accordingly.
Invest in A Quality, SEO Content Marketer or Agency
For the last six years, Google has placed regularly updated, quality content as the #1 factor for organic rank. This means that the best bet to get your website ranking higher without PPC ads is to hire a qualified SEO content marketer or agency to produce this content for you.
Organic SEO is a crucial part of any online marketing strategy, as it helps drive heavily qualified visitors to your website. So, I was surprised to learn that businesses often do not invest properly in their content marketing strategy. Too often this segment of the digital marketing strategy is deemed "less important" than the rest, which leads to high PPC spend and low organic rank.
The longer companies wait to properly invest in this part of their digital marketing, the worse it gets; each day is a missed opportunity.
Only Publish Quality Content
Gone are the days of trying to fool Google into thinking your websites deserves the top spot. Remember 10 years ago when article posting was the hot new thing? Businesses took advantage of that and published article after article, all linking back to their website, all of them duplicated on different platforms. Then Google released an update and their high organic rank fell drastically overnight.
The lesson? Quality over quantity. And never ---NEVER--- publish duplicate content.
Provide Value
To maximize the effects of organic SEO, you need to make sure that your content provides real value to those who visit your site. Write for the person, not the search engine. This rule will communicate to Google your intent matches your customers' intent, boosting your organic rank.
Use Keywords Thoughtfully
Keyword research is great; it's something I always do when creating new content for a client. But too many agencies blind their clients with a bunch of flash around keywords. The reality? Keywords are only one tiny piece of what makes content optimized for search engines. They should only ever be used thoughtfully and smoothly in copy, ensuring they are placed naturally so the flow of the piece is not hindered. A lot of copywriters have a difficult time with this; they end up keyword stuffing (big no-no) or making a choppy article that has a low "time spent on page" rank (another no-no). Thoughtfully integrating keywords and phrases that their customers are actually using is a key skill to help you rank organically on Google.
Keep Readers Engaged
Not only does writing need to be done in a way that keeps reads engaged in the piece itself; it needs to be regularly updated with new, interesting articles to keep those readers engaged in the long-term. Regularly update your website with fresh content as often as twice per week for the most success in boosting organic rank.
Engage with Your Readers
Whether you are producing White Pages, blogs, Facebook photos, Reels, or TikToks, engaging with your viewer is a great way to show Google that you are what people want to see. The back-and-forth communications tells search engines that your piece is trending and pushes it up higher in the rank.
Are You Ranking Yet?
Organic SEO for businesses is an ongoing process that requires regular maintenance. With the right strategies in place and a quality content marketing team on your side, you can quickly see the benefits of organic search engine optimization for your business.