The term Organic Search Engine Optimisation (SEO) is widely used in the dialect of online marketing. It may be described as a collection of techniques that aim at securing a good placement for a website on organic search engine result pages. Organic search results are free in that you don't have to pay the search engine for inclusion of your website's name into their search results. This is contrary to paid services like pay per click advertising, Google AdWords, etc.
Organic SEO is an effective optimisation process for your website, and the results can be achieved for an extended period. For paid programs, your advertisements in the search listings are stopped once you stop paying the search engines. Organic SEO techniques, if followed diligently, can extend the presence of your website toward the top of the search rankings for a prolonged period.
Now let us take a look at how Organic SEO is done. It is ideal that you begin your organic SEO efforts while your website is being planned and continue it throughout its lifetime. However, it is never too late to initiate your organic SEO campaign.
One of the preliminary activities in Organic SEO is keyword research. It is a process of selecting words or phrases that your target audience might use to find relevant information in search engines. The goal will be to find out those keywords or phrases that are not too competitive. Then your website has a reasonable chance to crawl toward the top of the search rankings if these keywords are used in online searches. It is important to conduct thorough research to determine the popularity and competitiveness of multiple keywords before selecting a handful.
SEO copy writing is the next important activity. The process involves creating meaningful, information-rich content for your website that centres around the keywords that you have just selected in the previous step.
On-page optimisation, the next step, involves optimising the code, text, and anchor texts used for hyperlinks throughout your website. Some of the prevalent on-page optimisation techniques include using keywords in file names and folders, selecting a domain name that contains the keyword (if possible), using keywords in meta tags and page titles, and using keywords in hyperlink texts.
One of the most crucial (and time-consuming) steps in Organic SEO is link building. It is a process of finding other websites and blogs that have topics relevant to your website and that will link to one of your web pages using the keywords that you have chosen. These links, called incoming links, determine how successful you will be in the area of Organic SEO. However, you should not engage yourself with link farms which blatantly supply you links in exchange for a hefty fee. This is considered an unfair tactic, and if discovered, a search engine might even blacklist your website.
There are other supportive promotional techniques, such as social media marketing (blogs, Facebook, Twitter, YouTube etc.), marketing and distributing online press releases, etc., that greatly help in improving your search rankings.
An effective Organic SEO campaign can bring increased traffic to your website. However, you need to be patient, as results might take some time to appear. Remember that Organic SEO is never the endpoint in your online marketing efforts. Once visitors visit your site, your website must have enough credibility to sustain their interest levels and convert their interest levels into sales.