Is Organic SEO Still Important?

3 years ago | by Chris O'Brien

What is SEO?

Organic SEO is the process of optimising your website and HTML to help you rank higher on search engines like Google and Bing – making potential customers find you before they find someone else. While we wish it was as simple as ‘build it and they will come’, it’s just not. The good news is that no one searches for a product or service they’re not interested in, however getting your page displayed on the first page (and up the top) of Google doesn’t happen overnight. The process of this strategy requires consistency and patience.

When search marketing began in the mid-1990s, manual submission, the meta keywords tag, and keyword stuffing were all regular parts of the tactics necessary to rank well. In 2004, link bombing with anchor text, buying hordes of links from automated blog comment spam injectors, and the construction of inter-linking farms of websites could all be leveraged for traffic. In 2011, social media marketing and vertical search inclusion were mainstream methods for conducting search engine optimisation (SEO). But today, search engines continue to refine their algorithms, which of course means all the ‘easy’, and relatively quick ways to optimise your SEO ranking in 2004, are no longer in play, much less effective.

The future is uncertain, but in the world of search, change is a constant. For this reason, search marketing will continue to be a priority for those who wish to remain competitive on the web. The fact remains that websites compete for attention and placement in the search engines, and those with the ability to improve their website’s ranking, will receive the benefits of increased visibility and the engagement and traffic that brings with it.

Statistics indicate that a high organic ranking attracts 50% more click throughs than the top AdWord listing, proving that businesses and consumers alike both place more credibility and trust with those who rank higher organically. What that teaches us is paid Adwords aren’t always the answer (although keep in mind that they may help you in your initial journey towards a greater ranking).

For many businesses, a mixture of organic and paid results often works best. The organic ranking gives you’re business some authority, trust and longer term results while paid ads provide an immediate high ranking placement and increased visibility – although it’s important to note that quote a lot of testing needs to take place in terms of trial and error when it comes to paid advertising. Did you know that Google tends to change its algorithm 500 – 600 times a year?

How To Create A Good SEO Ranking Organically:

First and foremost, preparation is key. In an effort to strengthening your search ranking, it’s important that you’re aware of who your target audience is, and what they’re searching for. The power that comes with figuring out the words and phrases your customers are using when they’re searching keywords relating to your business is massive, but actually figuring this out is quite a huge task on its own.

From there on, there are three straight forward ways to improve your organic SEO:

  • Optimising your website with relevant content:
    • When you provide content that is not only relevant to your business, but also useful, you’ll attract visitors that are within your target audience. Not only that, but they’ll likely stay longer on your website to consume the information and explore you site further if they deem you as credible. Based on research, content between 2,000 – 2,500 words seems to rank the highest in search engine results; but remember, word count doesn’t rule SEO – the key here is to provide useful content. If you feel that a longer piece is useful, engaging and targeted, it gives you the opportunity to provide more value, include more keywords, incorporate more outbound links, and of course, get people to spend more time reading.The best thing about visitors spending time on your site consuming content, is that this will feed into your Session Duration, or Dwell Time analytics – and the higher these are, the more engaged visitors are with your site, which will feed into a positive score for being picked up by search engines.
  • Keep your page load speed low.
    • Both Google and Bing take page load speed into account in their ranking algorithms. The research behind this is quite staggering. As consumers, we want things instantly. Users will leave your site if they have to wait even just a few seconds more than they want to for each page to load. This has a few negative effects on your SEO, including decreasing your Session Duration, increasing your Bounce Rate and reducing the number of pages viewed in one visit. As we said… all big no-no’s when it comes to SEO. Thankfully there are many ways to increase your page load speed – some of which include something as simple as a plug-in that will reduce image sizes, making sure the code is clean and streamlined, reducing the number of plug-ins your site has, and minimising redirects throughout your site.
  • Breaking up text and using relevant Heading tags.
    • Good formatting of your content not only improves user experience, it also signals your relevancy to search engines. Ensuring that when your site is set up, you’re using consistent and relevant heading tags, which is quite easy to do in platforms such as WordPress, you’re far more likely to catch the eye of search engines. This is because they rate keywords in header tags more heavily – hence this being in our top three. By including relevant terms in your header tags, you’re also boosting your SEO ranking against your chosen keywords.

We have a team dedicated to helping with both organic, and paid SEO optimisation. This can be accomplished through both the establishment of a new site, or optimising your current site. Get in touch with our team through the form below to get our assistance in seeing how you rank compared to your competition.