Appearing in the best positions in search engines, without having to pay for it, is a desire of many companies. But do you know how to position your website in organic search?
In this case, the pages appear in the search for their quality and not for the investment in paid advertising.
Stay with me to see all the advantages of reaching the top positions and understand how to optimize your website or blog with SEO to consolidate your online visibility!
How important is ranking in organic search?
The habit of searching on search engines is already part of people’s daily lives.
They use platforms like Google to ask questions about different subjects, find information about companies , compare product prices, learn more about services, among many other purposes!
This behavior is part of the consumer purchasing journey, and it is important that your website appears at these times, with quality content, so that potential customers choose your brand when they decide to purchase a product or service.
And how is this possible without investing in search engine ads? That’s what I’ll show you next:
How do search engines rank pages?
Search engines play a fundamental role in organizing and presenting information on the Internet — which makes life much easier for users looking for relevant content.
And the organic ranking process of pages in these engines involves some factors:
Bots identify and index the content of pages, storing data that will be used to offer results relevant to users’ queries.
Search engines use sophisticated algorithms to index and rank billions of web pages;
The process begins with the collection of information through crawlers, known as spiders or bots, which travel the Internet following links from one page to another (and that is why internal links between pages on your website, in link building strategies, are so important!);
Organic Search and SEO
Organic search and SEO (Search Engine Optimization) determine the success of many online businesses, as they directly influence visibility.
As I said, organic search refers to search results presented naturally (and not paid for) on the Internet.
Paid traffic involves ads, but organic traffic is based on algorithms that rank pages according to their relevance to the user’s query — but not only!
Google, for example, groups the various page ranking criteria into four elements, summarized in the famous acronym EEAT:
- Experience;
- Specialization;
- Authority;
- Trust.
These are Google’s criteria for evaluating the quality of a page and including it (or not) in organic search results, ensuring that it will only show reliable and useful results to users.
This means that, by taking these factors into consideration, your website may have a better positioning in the SERP, which boosts its visibility and other results in organic traffic.
SEO considers a set of techniques that aim to optimize a website to improve its positioning in search results.
These techniques range from choosing keywords to optimizing content, meta tags, URL structure, including SERP features in content, among others.
But what is the role of SEO in organic search? That’s what I’m going to show you now:
- Ensures that a website’s content is relevant, informative and of quality to rank in search engines;
- Uses link building to obtain quality links and build domain authority;
- Determines the user experience, including ease of navigation, speed of loading and adaptation to mobile devices.
By optimizing their website to rank organically, companies increase their visibility, reach a wider and more qualified audience and, consequently, have the opportunity to win more customers!
What are the benefits over paid advertising?
Although ads on platforms like Google Ads are great for immediate results, as they are paid media, you need to be careful with your budget — so as not to go overboard!
Furthermore, dependence on this type of media creates a scenario of little resilience: any cost cuts can generate a real catastrophe in sales and business profitability.
As competition for certain sponsored keywords increases, the cost per click (CPC) also tends to increase more and more.
Meanwhile, organic search places the most relevant pages for the user’s search at the top , generating more conversions in the medium and long term.
Therefore, I tell you that the ideal is to invest both in advertising and in creating optimized quality content.
As your average organic ranking improves, you can slow down your sponsored link campaigns, saving a good portion of your budget on future Marketing campaigns without losing quality and potential results!
How to appear in organic search?
Let’s see some tips that we apply here at our Digital Marketing agency, Enjoy Minder, to increase the chances of appearing in the top positions?
Understand the main concepts
To achieve better positions in search results, it is necessary to understand and apply essential concepts that influence ranking. Remember what I said about EEAT?
See the main ones:
- Content relevance: search engines prioritize pages that offer relevant and quality content, such as informative texts, images, videos and other elements that serve users;
- Keywords: the strategic choice and use of keywords related to the page’s theme signals to the search engine how relevant the content is to searches related to the theme;
- Domain reputation and authority: these are determined by the quantity and quality of mentions and links from other sites that point to your site, the experience and expertise of the authors, the organization of the content… The more recognized the authors are, for example, the greater the authority of the site;
- User Experience: factors such as page loading speed, navigability and adaptability to mobile devices facilitate the User Experience and are valued by search engines;
- User engagement: interaction with content, such as time spent on the page, click-through rate and shares, also influences ranking. As a rule, the more interactions, the better search engines perceive the content;
- Constantly updated: Pages that are updated regularly are seen as more relevant. Search engines consider the frequency of updates and the availability of recent information.
Invest in Content Marketing
Try to understand your target audience well and provide meaningful information to them.
To do this, create complete and original content in order to demonstrate how your brand is a reference in the market in which it operates.
The blog post format is highly recommended, but you can also publish e-books, podcasts, infographics and more on a landing page!
Use strategic keywords
Keywords can be made up of a single word or more, and there are some tools that can help you choose the most relevant ones for your content, such as:
- Semrush;
- Google Trends;
- Google Ads;
- Ahrefs.
With them, it is possible to analyze the search volume for each term, for example.
Competitiveness also needs to be assessed: generic words can attract the wrong audience and generate unnecessary costs for the Marketing and sales teams.
So research these terms carefully and analyze which ones are most suitable for attracting your audience!
Share the content
Promoting your materials is part of the SEO strategy combined with Content Marketing.
But remember: this action also involves direct communication with portals, digital influencers and other authorities in your niche. This way, you can motivate them to insert links to your website or blog!
Also keep in mind that sponsored links are indeed important, but organic search is what provides a more consistent, long-lasting and often more cost-effective return for your business.
Follow these recommendations and increase your chances of appearing among the first!
Don’t get lost in organic search!
Organic search, based on the quality and relevance of content, influences the consumer journey and the consolidation of your company’s online presence.
To position your website at the top of search results, my last piece of advice for you is: do Content Marketing with someone who is a sales expert! Contact Enjoy Minder so we can understand your challenges and suggest the right solution for your business!
