Organic search engine optimisation
It is what it says it is. The process is indeed organic and involves promoting your website to be found in search engines without paying the search engines for the placement. More visitors, better ranking, more backlinks, more visitors, better ranking, more visitors and so it grows.
And just when you thought it couldn’t get better, it does. It’s measurable. What you spend in time and money (and it takes both) has a direct correlation to the number of visitors who arrive in your online shop.
If 1,000 visitors per month are searching for an exact match to your proposition, and you have done the work to rank number one for that search, then on average 420 of them will arrive at your website.
Organic search engine optimisation (SEO) starts with the simple premise that there are three essential online ingredients: your proposition, the visitors who are searching for it and the search engines. How can anyone in business afford to ignore that today?
How organic search engine optimisation works and why business should take note?
First, the content on your website needs to communicate your proposition in such a way as to be attractive and accessible to a potential visitor (customer/member).
Simultaneously, this same proposition needs to be communicated equally well and consistently to the search engines, so that they both select and promote it as a relevant solution to the visitor searching for it. In other words, your selected website landing page is ranked on page one of the search results, preferably in positions one, two and three.
Your website billboard
Next, your pre-written advertisement, (the meta title and meta description), which promotes your proposition entices the visitor to click through to your site. Think of this as succeeding in getting a customer to walk through your shop door. If you are in the top three positions, it is up to 68% more likely they will.
When they arrive they find an exact match to what they were searching for.
Making the offer irresistible
As they were already looking for it and you are providing it, they are inclined to act. But in addition, when you give them free and hugely valuable information, your offer becomes irresistible.
You also make it very easy for them to complete the transaction. Everything is clear and well laid out and leads them inexorably to your most wanted response; purchase, download or sign up.
If they were in your shop, this is equivalent to creating a flow that leads them down the aisles to examine your well laid out and attractive wares, and at every point, giving them the opportunity to make a choice and complete the deal.
Building your community
As a bonus, your visitor trades their contact details for the much desired information you offer them for free on their landing page. This allows you to develop a long-term relationship with them and increase the lifetime value of the association.
The visitor loves your solution and starts to advocate for you. They tell others on the web who then send their visitors to your site by linking to you. These are known as backlinks.
The search engines add these as votes of confidence to their relevancy matrix. In addition, they give you extra ticks, because your visitors are so excited about your wares, they have spent time going from page to page, reading your content, watching your videos and making their choice.
All of this is monitored, analysed and computed in relation to your keyword optimised content. It results in better and more consistent ranking in the search engine results page (SERPS), sending you more and more visitors which builds your website reputation and increases your online success.
This article was written Sandy McDonald from Why You Must Blog.
John oftentimes takes the lead as the Agile Project Manager and SEO expert, which allows him to be hands-on with the latest trends.