Organic search results can drive huge traffic to your website that can result in equally huge conversions to sales or leads.
If you’ve heard the term but don’t know exactly what it refers to, organic search refers to the results naturally generated by search engines. Also known as unpaid search, these results are different from the paid search listings that appear at the top of the page and are marked as advertisements.
The practice of actively improving your organic search results is known as search engine optimization (SEO), and there are countless best practices that are designed to accomplish this. While there’s no shortcut to SEO success, there are some basic tips that anyone can put to work to get started.
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Here are four important tactics our experts have identified to drive more traffic from organic search:
- Know your audience — There’s a lot of talk about search rankings and results as if they’re an absolute measurement, but it’s important to understand that there are billions of searches being performed by billions of people. Which raises the question of which specific search results you’re trying to improve upon. Basically, you need to know who your target audience is and what they’re searching for. Otherwise, you risk barking up the wrong tree.
- Keywords still matter — There’s a lot of talk in SEO circles about whether keywords still matter in SEO. The short answer is yes, they do. However, the notion of what a keyword is has evolved significantly. For example, people are more likely to use conversational searches that involve longer phrases than traditional keywords, and search engines have accounted for that. Improving organic search results meaningfully now means targeting these types of searches in a meaningful way.
- Make your content useful — Once you know who is searching and what they’re searching for, you want to design content that is always keeping this imaginary searcher in mind. Ask yourself if you performed this search, would the information contained here be helpful to you? Does your website deliver on the promise of the search?
- Also make it readable — Search engines actually score content based on readability in addition to keyword density. Make sure your content is easily digestible by your intended audience. Don’t get bogged down in technical jargon unless it’s intended for a specialized reader.
The right partner for improved organic search results
Burg & Co. Marketing is a team of digital professionals who have been working in the SEO world for years. From technical expertise to user-friendly design to highly targeted content creation, we have a deep understanding of all the spokes in the organic search wheel. We can also integrate your SEO strategy with pay-per-click advertising and social media marketing to create a comprehensive digital strategy for your organization.
Ready to take your digital strategy to the next level? Contact us today and schedule your free marketing consultation.