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The search engine results page is looking a bit... crowded these days. AI overviews, paid ads, featured snippets — there’s a lot competing for your attention. And that’s before users even start scrolling through the actual search results.
As a marketer, there’s nothing worse than finding your masterpiece of a blog post buried on page 7. Organic search engine optimization (SEO) can increase your online visibility, making your content more “find-able.” Plus, it can help your content get spotlighted in those AI overviews and featured snippets.
While paid ads can get quick results, organic SEO is the key to long-term success. This article breaks down how it works, the benefits, and how to build an organic SEO strategy.
How Organic SEO Works
Search engines might seem a bit mysterious, but you don’t need a computer science degree to get the gist. Essentially, they use bots to crawl and index online content. Algorithms (or complex formulas) analyze all this data and use it to rank pages.
Like Coca-Cola, Google keeps its exact recipe — er, ranking system — a secret. But it does use hundreds of ranking factors, including:
- Quality: Search engines reward well-researched, authoritative content. For example, a blog post about cat food will likely rank higher if it’s written by a veterinarian and cites scientific studies.
- Relevance: Algorithms look for relevant keywords to match users with content that best answers their search queries.
- Backlink authority: High-quality backlinks show that other creators trust your content, which can boost its ranking.
- Usability: The user experience is Google’s #1 priority. Making your content accessible and mobile-friendly can help improve your search engine rankings.
Of course, there’s no guaranteed way to rank higher — if there were, SEO experts would be overwhelmed with clients. But focusing on these factors can help you create more valuable content for your audience. And that’s the real goal.
Key Differences Between Organic SEO and Paid Search
Google, Yahoo, and other platforms let businesses buy pay-per-click ads. This sponsored content appears at the top of search results above the organic listings.
Cost is one of the biggest differences between organic and paid search. Organic SEO is completely free (except for whatever you spend on content creation). On the other hand, you’ll get charged every time someone clicks your paid ad. These fees keep adding up as long as your ad is running.
Paid search can rocket your brand to the top of the search results, while organic SEO usually takes months to get results. Consider paid ads when you need fast visibility — like when you’ve just launched a new business — or want to boost click-through rates.
But don’t write off organic marketing. As a long-term strategy, it often has a higher return on investment because you only pay for it once. A blog post you wrote in 2018, for instance, could keep attracting visitors — especially if you update it regularly.
Core Elements of a Strong SEO Strategy
Every successful SEO strategy has a few building blocks that work together to improve searchability.
Keyword Research and Targeting
You already know that algorithms use keywords to find the most relevant content for each query. By adding the right keywords to your content, you can attract more organic search engine traffic.
Tools such as Ahrefs and Google Keyword Planner help you identify relevant keywords. They also provide useful information about user intent. For example, a business selling bicycles might focus on transactional keywords like “affordable mountain bikes” and “road bikes under $500.”
Search volume matters, too. Popular queries like “best mountain bikes” might get a lot of organic traffic, but it’s much harder to snag a top spot. By contrast, long-tail keywords — such as “mountain bikes for short women” — are often less competitive.
High-Quality Content That Matches Search Intent
While keywords are important, don’t get too hung up on them. Ultimately, search engines will rank the most relevant, high-quality content over a messy jumble of keywords.
Of course, that means you’ll need to know your industry and target audience like the back of your hand. Research news trends and find out what your users actually want to learn. There’s no point in sharing how-to guides if your audience prefers hilarious product comparisons.
And don’t be afraid to experiment with different formats. Blog posts are an SEO staple, but your audience might gravitate toward infographics or videos.
Link Building and Authority Signals
Earning backlinks is one of the most effective ways to improve your credibility. Here are a few link building strategies:
- Share original research, such as surveys and white papers.
- Make connections with journalists, who may quote you later.
- Design free tools and resources that other creators may link to.
Resist the temptation to buy links. This “black hat" strategy is against search engine rules and can get your content blacklisted.
Technical SEO: The Invisible Foundation
Your site’s performance also impacts its ranking. Make sure your pages load quickly and that mobile users can easily navigate your content.
Real-World Benefits of Organic SEO for Businesses
Here are a few reasons to invest in organic search SEO:
- Higher rankings equal more clicks. Backlinko reports that the top organic result is 10 times more likely to get clicked than the #10 result.
- It boosts sales. A Reliquis survey found that travel and hospitality businesses earned over 40% of their revenue from organic search.
- Organic SEO is typically less expensive than pay-per-click ads, especially over the long term.
Common Organic SEO Mistakes To Avoid
Many creators try to cram dozens of keywords into their content, but this can backfire. Too many awkward phrases — like “best Italian restaurant Palm Springs downtown” — will turn your content into a nonsensical soup. Instead, sprinkle the most impactful keywords throughout your content.
Ignoring mobile users is another big mistake. Make sure your site is accessible on all devices by using mobile-responsive templates. You should also use headings, bullet points, and other elements to make your content more skimmable.
How To Get Started With Organic SEO Today
Follow these practical steps to put your organic SEO strategy into action:
- Audit your site to see what’s ranking and where you can improve.
- Brainstorm content ideas based on your audience’s interests and needs.
- Conduct keyword research.
- Publish great content on a regular schedule. Even a weekly blog post can grow your visibility.
- Collaborate with a web expert to improve loading speeds, accessibility, and other technical factors.
Tools That Make Organic SEO Easier
Search engine marketing tools can help you make more educated decisions about your SEO strategies. Start by using Google Search Console to analyze your site’s performance and fix any flagged issues.
Ahrefs and Semrush are great for keyword research and optimization. You can also check out Yoast SEO, which provides AI-powered SEO suggestions.
How To Measure the Success of Your Organic SEO
SEO can be slow (like, months-to-get-results slow), but that doesn’t mean it's not working. Use tools like Google Analytics to watch key performance indicators, including:
- Bounce rate
- Conversion rates
- Keyword rankings
- Organic traffic
Use this data to find weaknesses in your strategy and improve your content. Say, for instance, a blog post attracts hundreds of visitors, but 90% bounce immediately. Writing a more engaging introduction or targeting a different audience (like Gen Z instead of millennials) could encourage more people to stick around.
Start Building Long-Term SEO Success Today
AI may be shaking up search results, but organic SEO is just as relevant as ever. These strategies will help your brand stand out and provide the expert content your audience deserves.
Not sure where to start? Compose.ly is here to help. Our SEO pros can optimize your website and create authoritative content that grows your organic search traffic. Contact us today to learn more.
