Digital Advertising

Discover what organic search is, why it is important, and how you can increase your website’s organic search ranking. It can be challenging for beginners to understand what organic search is and why it plays such an important role in the long-term success of a website. 

This article is intended to provide beginners with all the information they need to understand organic search and eliminate any misconceptions they may have about it.

Among the topics you will learn are:

• What is Organic Search?
• Why is Organic Search Important?
• What is the difference between paid search and organic search?
• How to appear in organic search results?

What is Organic Search?

Search results that are organic are those that are free of paid advertisements. A number of organic ranking factors determine organic search results, including relevance to the user’s search query, incoming links, domain authority, device, location, and many other factors.

Take a look at the example below to gain a better understanding:

In Google, you are presented with a list of results based on your search terms. The top part may include paid results (indicated by the symbol [AD]), followed by organic results.

Other search engines, such as Bing and Yahoo, use the same display format for organic and paid results.

Why is Organic Search Important?

A website’s organic search engine traffic is the most valuable form of traffic it can receive.

Compared to other forms of traffic, organic traffic is more likely to convert.

Compared to social traffic or other types of traffic, organic traffic is more targeted due to ‘user intent’.

When a user enters a search query into a search engine, they are looking for something very specific and websites that satisfy their intent can convert them into customers, subscribers, or return visitors.

For your website to benefit from organic search, it must appear on the first five pages of search engine result pages (SERPs) for relevant keywords.

In general, organic clicks are directed to websites that appear at the top of search results.

How are organic and paid search different?

Paid search results are purchased through an auction system, while organic search results are unpaid and determined by search engine ranking algorithms.

Search engine marketing (SEM) includes both paid and organic search results.

Paid Search

In order to display your ads in the top positions of the search results, you can use Google Ads (for Google) or Bing Ads (for Bing).

An auction type system determines the position in which your ads will appear. This system considers a number of factors, including:

• The user’s location
• The type of device used (mobile, desktop, tablet)
• Keywords that are configured to appear in the ad
• The ad’s title
• Relevance of the landing page (the page that users will see after clicking the ad)
• Advertiser’s maximum click-through rate
• Bidding competition, i.e., how many advertisers are bidding for a top position for the particular keyword

When a user clicks on an ad and visits a website, the advertiser pays. The amount paid depends on the type of keyword, the competition, and a variety of other factors.

During the creation of a paid ad campaign, advertisers can define the maximum amount that they are willing to pay for a click as well as the total amount they are willing to spend on the campaign.

Google Adwords and Bing Adwords are the two most popular paid search platforms.

Paid search has the advantage of providing results almost immediately. As soon as you set up a campaign, your ads will begin to appear in search results, and search engine traffic will begin to flow to your site.

You have to pay every time someone clicks on your advertisement, and this cost is increasing year by year due to competition. Many campaigns are not profitable due to the high cost of advertisements.

In order for paid search to be successful, you must have an optimized landing page, an optimized PPC campaign, and products with a high margin.

People who are new to digital marketing have difficulty understanding what organic search is and why it is so crucial to the long-term success of a website. In fact, people tend to confuse organic search with paid search.

This post is intended to provide an overview of organic search in a way that beginners can understand and clear up any misconceptions they may have.

Specifically, you will learn:

• What is Organic Search?
• Why is Organic Search Important?
• What is the difference between paid search and organic search?
• How to appear in organic search results?

What is the difference between paid search and organic search?

Paid search and organic search differ primarily in that paid search results are paid and populated via an auction system, whereas organic search results are unpaid and determined by search engine algorithms.

The term search engine marketing (SEM) refers to both paid and organic search results.

Organic Search

A search query with organic results excludes paid advertisements, as stated above.

It is important to note that organic search results are determined by search algorithms and can be optimized using SEO best practices.

A search engine optimization or SEO strategy involves optimizing a website so that it appears higher in search engine results for related terms.

An SEO campaign consists of three primary components (on-page SEO, technical SEO, and off-page SEO), each of which has its own set of rules.

How to appear in organic search results?

In order to increase your website’s visibility in organic search engine results, you must follow the best practices for organic search engine optimization.

Essentially, you must follow specific rules in order to enable search engines to understand your website’s content and make it accessible to them.

Search engine ranking factors are used by Google when determining the position in which a website will appear in search results.

In order to improve your organic search rankings, it is important to implement and implement the following organic SEO factors:

• Ensure that your content can be indexed by search engines
• Ensure that your website is fast and accessible from all devices
• Produce content that is relevant to the user’s intent
• Search engine-optimize your content
• Obtain more links and mentions for your website by promoting it

Make sure your content is search engine friendly

In order for your website to appear in organic search results, it must be indexed by search engines without any issues.

In the crawling and indexing phase, search engines scan the web to find websites to index.

If, during this process, search engines are unable to find your website or if you have accidentally blocked search engines from indexing your content, your website will not appear for searches.

To begin with, you should check your technical SEO.

Make sure that your website is fast and accessible on all devices

Your next step should be to ensure that all devices can access your content without any problems.

You should ensure that your website is mobile-friendly since the majority of searches take place on mobile devices.

In order to be considered mobile-friendly, the content must be displayed on mobile devices without horizontal scrollbars, the text should be large enough to be visible, and navigation elements and CTA buttons should be easily accessible.

Furthermore, your webpages should load as quickly as possible on all devices. Speed is not only a ranking factor but also a key usability component.

Your website should be as fast as possible in order to make the users’ experience as pleasant as possible.

Publish content that satisfies the intent of the user

The following characteristics must be present in your content in order to be found in the organic results:

Keywords must be used in the content

SEO keywords are the actual terms people type in the search box when searching the Internet.

You will not receive any traffic if you publish content that users do not wish to read, even if you appear in organic search results.

A user’s intent must be satisfied

In recent years, search engines have become extremely adept at evaluating content and understanding whether it satisfies the intent of the user.

A number of factors are taken into consideration in order to present the most relevant content for each search query, so if your content does not provide users with what they are looking for, it will not appear prominently on the search results page.

The content must be original and of high quality

Original content can easily be distinguished from duplicate content by search engines.

In order to keep users satisfied, they endeavor to provide original, high-quality content in order to keep them coming back for more.

It is therefore imperative that you create and publish content that is better than what is already available online. Content should be comprehensive, based on facts, unbiased, and written by experts in the subject area.

Make your content search engine friendly

Your content needs to be optimized for search engines before being published on the web. This involves adding specific signals to your content to help search engines understand what your content is about.

In the SEO world, this is referred to as on-page SEO, which includes things such as the title of your page, the use of keywords within your content, optimizing your images, and linking to other pages on your website.

Get more links and mentions for your website by promoting it

Lastly, in order to appear in the organic search results, your website must have mentions (backlinks) from other websites.

In organic search engine rankings, links play a critical role since search engine algorithms consider them to be ‘votes of trust’.

It is more likely for a website with links from other reputable websites to rank higher in organic search results than a website with few links.

Off-page SEO includes the process of link building, which is referred to as link building in the SEO world.

The most important lessons learned

You should strive to obtain organic search traffic for your website or blog. Organic search traffic is targeted, which means users who are visiting your site from a search engine are more likely to convert.

The traffic you receive from organic search engines is free and continuous, so once you achieve and maintain high rankings for the keywords you wish to rank for, you will receive traffic 24/7 from search engines to your website.

SEO (Search Engine Optimization) is the key to increasing organic search traffic.

The paid search traffic is also targeted, but it must be paid for. Depending on the keywords you wish to display, it may cost you as little as a few cents or as much as tens of dollars per click.

Stopping your PPC campaigns will result in a decrease in traffic, which is not a viable business model.

A successful digital marketing strategy should include both organic and paid traffic channels.