Organic SEO is an essential part of any digital marketing strategy. As users search Google for keywords that relate to your business, there will be competition between you and people in the same industry for leads that are generated by Google.
What is Organic SEO?
Many businesses see organic SEO as unimportant, and in some cases, it can be. But at the same time, pretty much any business that is selling products or services should be considering options for moving forward with their organic SEO strategy.
As I will mention later, if you don’t rank #1, you’re not going to see as many leads as you want. Any results under position #3 will only see about 5% of all people who search that query.
As you probably know, it can take a lot of work to be ranked #1, but I have helped over 30 local businesses reach that goal while setting up a platform that ensures they stay there. Curious at how to build local SEO so you stay #1? Let’s find out!
How To Rank Your Business on Google
As your website is crawled and tracked by Google, their algorithms will naturally position your website across Google based on several metrics. The metrics that Google uses to rank your site organically are:
- Relevant content
- Quality of content
- User experience
- Location-based results
This is a general outline for how Google will rank your site, but we have seen this list time and time again.
Writing Relevant Website Content
As a content writer in the past, I have years of experience writing SEO content that actually works. There are SEM agencies and consultants all over the world that have never written a single piece of successful SEO content, and that’s a problem.
If you have an SEO agency that works for you, and they don’t write content, they probably aren’t doing such a great job. At least 30% of ranking organically across Google comes from consistent and relevant content that they can put in front of people.
A common question I get it: how does Google know if the content is relevant?
This comes down to a simple metric quoted directly from Google:
“The most basic signal that information is relevant is when a webpage contains the same keywords as your search query. If those keywords appear on the page, or if they appear in the headings or body of the text, the information is more likely to be relevant.”
Essentially, Google’s crawler bot will scan your webpage for keywords that relate to what the user has searched. To make your website content more relevant, simply add keywords you want to rank for into your headings and content.
Website Content Quality (PageRank)
Often times, this metric for organic ranking gets mixed in with the side of writing relevant content, but in essense, this is focused more on the backend and technical parts of your web presence.
To do this, our systems are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic. We look for sites that many users seem to value for similar queries. For example, if other prominent websites link to the page (what is known as PageRank), that has proven to be a good sign that the information is well trusted.
In this little snippet, Google works to break down a metric they call PageRank. PageRank is a simple word for a concept that is quite large, and one of the core factors of modern search engines. Google values websites that have expertise and trustworthiness, but what does that look like?
Most of the time, expertise looks like the length of your website content. If you are writing content that is 50-300 words, you might be doing it wrong. If you are truly the expert on your local or national sized business, you should be able to write engaging and effective content that teaches people about this stuff. That’s what they are looking for.
When it comes to trust, Google will often rely on links to your site to confirm that you are capable of trust. If you are a food blog, and you have several other highly authoritative food blogs pointing to your articles, you may also be considered authoritative in the space.
Optimizing Your Website User Experience
Along with PageSpeed metric, Google will also analyze your site for how pictures and images are displayed across both mobile and desktop website experiences. Using tools like Google Search Console, you can get a direct feed into technical experience errors Google’s website crawler has run into as they scanned your website. These errors include:
- Images being too close
- Text is too small
- Text is hard to read on the background
Google’s bot can even go as far as seeing the code for coloring your text and comparing that to the color of the background to analyze if the text is readable. Many people ignore this concept as they believe Google can’t figure out what is readable and what is not.
Understanding Location-Based Organic Results
The questions people ask across Google are one of the most key aspects of Google Search, and this comes down to understanding the user intent. Google has been working years and years to develop an algorithm that can effectively measure user intent, and then display content they believe fits the query the best.
Here is a snippet about the importance of intent in Search:
Understanding intent is fundamentally about understanding language, and is a critical aspect of Search. We build language models to try to decipher what strings of words we should look up in the index.
Does Organic SEO Matter?
In my opinion, organic search engine optimization is the most important factor in digital marketing. Your organic SEO will affect all forms of digital ads and how effective they are in converting clicks into customers.
As you can see from this screenshot of a local map pack, organic SEO is the difference between ranking #1, and ranking #2. According to an article from Think with Google, whatever result is in position 1 on Google search, will on average see 70% of the traffic for that query. Meanwhile, any result that is position 5 or lower, is generally considered to be invisible.
This is called your Search Visibility. This metric has been created by several third-parties to try and conceptualize the percentage of times you will be shown across an organic search. Google did not create this metric, nor do they adhere to it in any way, but this concept helps marketers understand how effective their website is doing for specific keywords.
Over time, SEO will act as a free way to funnel customers to your website through keywords that are proven to convert people. This element to SEO can make basic websites into multi-million dollar lead generation machines.
Organic SEO for Recipe Content
One of my specialties inside of organic SEO is focusing on recipe SEO. I work with several CPG brands on building year long strategies targeted around curating recipes that boost and grow their organic SEO traction.
Through this, I can create custom code that helps rank your recipes better, as well as monitoring and creating room for optimizations.
How We Boost Organic SEO Power
No form of SEO work is proven to increase your organic rankings forever, but there are ways to measure and calculate what may be preventing it.
We have experience analyzing websites for technical and content-based issues that can potentially affect SEO, and we have helped many businesses stop the decline in organic ranks, while also moving it in a positive direction.
Keyword monitoring is one of our main defenses against declining organic traffic. Monitoring your organic keywords also helps us know what keywords we could be ranking higher for, and which keywords are #1 already.
If you have a lot of #1 keywords, it’s very important that you do preventative work to keep those rankings strong and stable against competitors who are trying to take them. Google results that are under position #5 are essentially invisible, so you want to stay at the top of the pack.
Most website content that is currently online is old and outdated. Writing new and fresh content for your website that targets a younger audience will help you increase the number of keywords you are ranking for.
Using tools like the SEMRush Writing assistant can help you optimize your website content for keywords and length of text. I have an article that goes through how to optimize your website content against competitors.
Google, Yahoo, Bing, and Yelp are some of the internets largest directories. I work with you to directly optimize your Google My Business account to start ranking locally in the map pack. Whether it’s responding to your reviews or optimizing your page for keywords, I can give you recommendations for it all!
Website Tool Development
Interactive website tools are increasing in popularity every day. Tools on your website can add increased values to the user, while also giving you a great place to direct people who want to spend loads of time on your website.
Let me Build Your Organic SEO in Tucson
With years of experience in SEO, I am confident helping service industries and national brands increase their brand awareness while working to create a base for organic SEO that can bring in leads year after year. Especially in Tucson, I have helped several businesses reached the #1 spot for their industry, and then work to keep them there.