What Is Organic Search And How Can It Benefit Online Marketers In 2016?

What is Organic Search?

There are two types of search results. Pay-per-click (PPC) results are ads that appear on the search engine results page (SERP). These have been paid for by an advertiser using the Google Adwords service. The advertiser chooses keywords for the ads, and then the ads appear if the keywords correlate to the search terms.

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PPC ads appear both above and below organic search results. They look identical to a natural result–a link, a URL, and a description–but they have a small yellow “ad” icon.

The other type of search result is the organic search. Organic search results are not advertisements. These results appear when the search term correlates to the actual content of a website.

Websites implement a search engine optimization (SEO) strategy to optimize content and website structure to be found more easily in an online search. Organic searches can also be referred to as “earned” or “natural” searches.

An overview of search engine optimization.

SEO is a strategy that marketers leverage to increase the visibility of a website in a search engine query. SEO utilizes a variety of methods to optimize the site so that Google will be more likely to give it a good ranking.

Consistently publishing high quality content that is rich with relevant keywords is one of the fundamental ways SEO helps a website to rank. However, there are other factors involved as well. Website loading speed, user experience, mobile friendliness, site architecture and link building can all impact search ranking.

Advantages of organic search traffic.

Organic search can be considered to be inbound marketing. What this means is that a business is not spreading its message around with the hopes that a consumer will become engaged. In the case of organic search, the engagement process begins with the consumer.

The user is searching for products, services, or information. Simply, the consumer is already interested and therefore, more likely to buy. In fact, inbound organic SEO leads have a 14.6% close rate, while outbound leads only convert at a rate of 1.7%.

Some businesses simply can’t afford to bid on PPC advertising to get to the top of the SERP. With organic search, the business has a chance to compete for rank simply by publishing the best content, and maintaining a strongly optimized website with a relevant, up-to-date keyword strategy.

While there are costs involved with implementing and maintaining an SEO strategy, businesses can increase website traffic and leads, without having to purchase advertising media. Unlike PPC traffic, organic traffic is absolutely free. Simply put, organic search traffic provides an exceptional return on investment (ROI).

Capitalizing on organic search results will help a business grow by marketing to consumers that are already engaged.

When a consumer looks for information about a product or service, they are already in the research phase of the consumer engagement cycle. This is an optimal time to convert the user to making a purchase, or learning more about the business. Make the most of organic search in 2016.