So what is organic search or search engine optimisation as it’s commonly referred to? As time goes by and user behaviours change, organic search continues to change and mould the way we buy, book and look for services and products.
With this change comes the need for businesses to keep ahead of their target clients and continue to create marketing strategies that change the direction of their website to ensure they appear at the top of search engines.
In this article we explore what SEO is and how it can be used to grow your business through increased traffic.
What is Search Engine Optimisation and isn’t it a Fad?
Organic search is the term used for search engine results that are seemingly generated naturally. These search results are not influenced by commercial relationships, or by the purchase of advertisement.
Organic search is the means of a website to appear in search engines (like Google) based on specific ranking factors.
SEO has been around since 1991 when the founding father of SEO Bruce Clay created it. The reasons people think it’s going to die out is due to the rise of other marketing activities such as PPC, Google Maps, Hotels etc. that take retail space from the search engine in return for paid ads.
Quite simply, it’s not going anywhere but it does continue to evolve.
What’s in the engine room of Organic Search?
As mentioned organic search can work differently based on who is asking the question. It works in a multitude of different ways that pull together to rank your website higher such as:
- Site Authority and Integity
- Technical site structures
- Content development
- Link Building
- and many more…
Each of this factors pull together to demonstrate to search engines that you:
- Are a trusted website
- You are providing value to the traffic visiting your website
- You are an authority in your chosen topic
Where are organic search results displayed?
If you open up a search engine like Google. Type in: “what is organic search”
What is organic search SEO? Find out how it can help your business
Looking to build your business and get higher rankings in search engines using Organic Search? Find out more about Organic Search
Your search should result in something similar to the above. This is known as the SERP or search engine results page. These results typically appear below the search bar, paid ads, search map results and common questions.
They are key to your business appearing in search results that people trust. This is not the only place organic results will return though. Think of other SERPs that could present organic results like:
Why organic search is important
Organic search provides a framework to ensure your website can appear in multiple places without specifically paying for ads.
It allows your potential customers to find you easily and when they are looking for products and services. Your ability to appear organically will enable your business to grow further than you ever imagined.
How to measure performance
Measuring your performance is an absolute must for any marketing attempt. Being able to check how your organic search performs and how many people are finding you is no different.
At Zatheo we use multiple tools and services to measure performance. These include google Analytics, UberSuggest by Neil Patel and SemRush.
In order to measure performance you need to be able to identify pages, keywords and competitors that you want to track performance of and most importantly you have Google Analytics installed on your website.
Conclusion
In conclusion then, your ability to understand and perform with organic search or SEO leaves you in good stead for generating more traffic and in turn more website leads, bookings and sales.
Before you rush out and hire someone or try ranking your own website, ensure you go and get Google Analytics installed and let the data mature for a week or so. Create a plan or SEO strategy to help direct you and finally ensure that you perform a technical audit and fix any outstanding issues with your website.
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