What Is Organic Search And How To Leverage It’s Capabilities

Written by: Mike Dunkling

Founder & Digital Marketing Director

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 more growth from search.

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.

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 And How To Leverage It’s Capabilities

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:

YouTube
Business directories like Yell
Social Media platforms

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. If the audit shows the site itself is holding you back, our page on web design for Kent businesses explains when a rebuild makes sense.

Do you want more leads, bookings and sales?

Book a free 30-minute call and we will look at your opportunities for growth.

FAQs

Why is my marketing not working?

Your marketing may not be working because the real constraint has not been identified. The issue could be low visibility, weak messaging, poor website conversion, low quality leads or weak customer retention. Each problem needs a different fix.

Should I spend more on ads if my marketing is not working?

Not automatically. If your landing page, offer or sales process is weak, more ad spend can increase waste. Check whether the issue is visibility, engagement, conversion or retention before increasing budget.

How do I know if my business has a visibility problem?

You may have a visibility problem if your website traffic, search impressions, local rankings, social reach or brand searches are low. In that case, your market may simply not be seeing you enough.

How do I know if my website has a conversion problem?

You likely have a conversion problem if your website gets traffic but does not generate enough calls, form submissions, booking clicks or qualified enquiries.

Why do I get leads but not the right kind of customers?

This usually points to a positioning, targeting or offer problem. Your marketing may be attracting people, but not the people most likely to value and pay for your service.

Is SEO worth doing if my website does not convert?

SEO can still be valuable, but you should fix major conversion issues before investing heavily in traffic growth. Otherwise, you may attract more visitors without turning them into enquiries.

What is a growth constraint?

A growth constraint is the main bottleneck stopping a business from growing. It could sit in visibility, engagement, conversion or retention.

Why does my marketing feel busy but not profitable?

This often happens when activity is not connected to a clear commercial outcome. Posting, advertising or publishing content only matters if it moves the right people closer to buying.

What should I fix first in my marketing?

Fix the weakest part of the growth system first. If nobody sees you, fix visibility. If people see you but do not care, fix engagement. If they care but do not enquire, fix conversion. If they buy once and disappear, fix retention.

What is the Compounded Success Blueprint?

The Compounded Success Blueprint is a diagnostic session designed to identify the main growth constraint in your business and give you clarity on what to fix first.