There are so many ways to optimize a website for search that when someone says “SEO” it can sometimes be difficult to decipher what they mean and what that might include. In today’s #oddsblog, our Director of Marketing Strategy, Laura Sayers, is answering all your questions about Organic Search Engine Optimization or Organic SEO, and how it can help your business be more visible.
What is Search Engine Optimization (SEO)?
Search engine optimization or SEO, is optimizing your website, content, and other digital work for search engines. Every time you search for something using Google, Bing, Youtube or any other search engine, the search engine wants to provide you with the most accurate and most importantly relevant list of possible answers, information, or explanations in response to your query. As a business, it is important to provide search engines with as much information as possible so that when people search for something related to your product or service, your business appears as close to the top of the first search engine results page. One of the ways we can ensure this happens is by employing Organic Search Engine Optimization, or Organic SEO.
What is Organic SEO?
Organic Search Engine Optimization refers to only your unpaid efforts in getting as close to the first page of a search engine results page or being highly “ranked.” Organic SEO does not include any ranking efforts made from programmatic, display advertising, or pay per click advertising (PPC). Often, when people refer to Organic SEO, they are likely referring to boosting keywords, writing high-quality content, link building and backlinking.
Another important thing to understand about organic search engine optimization is that all your digital work is connected. The more places that your content appears and links to other content, the more visible you are, making it more convenient for your audience to find as much information as they want about your business.
How Do I Organically Optimize My Website For Search?
Step 1 – Conduct a digital audit of your business
The best place to start any search engine optimization project is to conduct a digital audit of your business. ODDS Marketing offers this service free of charge because it is such an important step in determining the best strategy to optimize any business for search. Taking an inventory of where your business is from a digital perspective is critical to determining where to start optimizing. Your business may need some technical or on-page SEO prior to starting an Organic SEO plan.
Step 2 – Complete keyword research
For the purpose of this blog, let’s assume all your other Search Engine Optimizations are in place; the next step is keyword research. In this step, you compile all the information about what people are searching for as it relates to your business. Some keywords are searched for at a much higher volume, some may be heavily used by competitors and more difficult to rank with, but getting a full picture of what you are doing well from a keyword perspective is a good place to start. Then, you want to look at your top competitors and see what people are searching for that brings them to those websites or content. You will have a large list of keywords at the end of this process. To narrow the list down to the most relevant keywords in terms of search, ask yourself the following three questions:
- Which keywords are the MOST relevant to your business?
- Which keywords have the highest search volume in your area?
- How many of your competitors are ranking highly for a particular keyword?
Step 3 – Build an organic content strategy
After you have completed keyword research and selected which terms you want to rank for, you can begin building an organic content strategy. An organic content strategy should include a list of new pages you need to create to incorporate these keywords. Will you be writing blogs, or creating new pilar pages for your website in general? It should also include a list of pages that already exist that can be optimized. Keep in mind, that when you are building out any new pages, the content needs to be comprehensive and significant. Google despises short pages that have 250 words of content. You need to shoot for a minimum of 800-1200 words per page and other long-form content. Be sure to include opportunities to link and be linked by pages that Google likes and considers “high-quality.” Without this piece, your other efforts are tremendously less effective.
It is difficult to fully cover the entire subject of Organic Search Engine Optimization in one blog. Optimization never ends. As people change, the way they search for things changes. Google updates it’s algorithms regularly and this affects everyone’s rankings. I have seen a company in rank 2 on Google and after an algorithm update, they dropped to the third page. You can never stop. Optimize, audit, repeat. It is long and hard work, which is why people hire ODDS to do it for them.
ODDS Marketing is a full-service digital marketing agency based in Houston, TX representing hundreds of businesses across the nation. Contact us, and we can get your business digitally optimized for search.