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Organic SEO is a powerful way to gain authority in your industry. But how do you improve something that happens naturally?

Contrary to what the name implies, there are many ways you can influence the organic search traffic that comes from search engine optimization. If you’re trying to boost your SEO strategy, you want to keep organic SEO techniques in the mix.

What Is Organic SEO?

Most people are familiar with the term “organic SEO.” But coming up with a definition can be a bit confusing.

We prefer to define organic SEO by its results. Organic SEO strategy engages in activities that help your online content show up in search engine ranking. In other words, when you have good organic SEO, Google search and other search engines place the links and metadata from your content higher on their search engine results pages.

Why Is Organic SEO Important?

Organic SEO is a critical behind-the-scenes element of any effective digital marketing campaign. Once again, when done properly, organic SEO leverages the power of things like hyperlinks, keywords, search intent, and Google Analytics data to optimize your web assets.

Many people talk about organic SEO in terms of website traffic. But it also includes related items like CTR (clickthrough rate — that is, how often people who see your links click on them), heat mapping (where a person navigates to on a web page), and dwell time (how long a visitor spends on a site). 

Higher CTR means more traffic. Heat maps can help you position on-page content for optimal conversions. Higher dwell time means your giving visitors the content that they’re looking for.

When you track and optimize all of these organic search engine optimization elements, you can dramatically increase the impact of your digital marketing investments and your position in a search result.

What Are Organic SEO Techniques?

As you might expect, organic SEO happens organically. At least, that’s how it appears when compared to something like PPC (pay per click) advertising, where you pay for each click that your google ads and links generate. 

In contrast, organic SEO happens simply because you’ve optimized your content marketing enough for search engines to find it and offer it to searchers as a potential answer for their related queries. That means a search engine like Google is directing visitors to your content not because you paid for that traffic, but because of the content itself. 

While this appears “organic” on the surface, organic SEO is actually powered by fantastically sophisticated algorithms. These use certain indicators, such as user behavior, a keyword phrase, and backlinks, to decide what content to offer searchers. 

That means, if you know enough about how those algorithms respond to certain inputs, you can create content that is specifically primed to attract organic attention — something referred to as organic search techniques.

5 Organic Search Techniques to Boost SEO

There are many techniques you can use to improve your organic SEO. These typically fall into three categories:



Image describing technical, off-page, and on-page SEO

Here are some of the most common SEO tips and techniques that you can use to take your organic search traffic to the next level.

1. A Technical SEO Audit

Start by making sure (or hiring an SEO company to make sure) your site’s structure is sound. Test everything from website speed to navigation, mobile-friendliness, and accessibility.

2. Keyword Optimization

When creating content, consider the keywords that you should include. This doesn’t mean you should stuff your content with the same words over and over again. You always want to prioritize the user experience first. However, make sure you’re also deliberately using the best words and phrases related to your topic. Some upfront keyword research is key here.

3. Search Intent

The customer is always right. It’s a mantra used in sales — and it applies to SEO, too. What are your website visitors looking for? Say they search “work out” in an attempt to learn more about exercising. They’ll likely want something more informative than if they search the term “running shoes to buy.” Fashion quality content around the intent with which they’ll search for those answers online to be the most helpful.

4. Backlinking

Backlinking (also called “external linking”) is a powerful way to boost your website’s authority via other authoritative websites. This happens when you get a brand mention or have a hyperlink that points back to your site (or ideally both) on high authority publications. This digitally associates your brand with their pre-established search engine prowess, boosting your own site’s rankings in the process. It also signals to Google that whatever you have linked is a helpful resource, all of which Google appreciates.

5. Internal Links

Hyperlinks can also help your organic SEO right on your website. Internal links take place when you link to various pages across your site within your own content — like this. Think of internal links like a spiderweb. As you criss cross the various threads of your content, it strengthens the authority of the entire website, in addition to making it easier for users to find helpful information.

Mastering Your Organic SEO Strategy

Organic SEO is the lifeblood of many companies. As such, you don’t want to leave such an important part of your business to the whims of the interweb.

Use the suggestions above to weave organic SEO techniques into your larger digital marketing strategy. That way, over time, you will strengthen your website’s natural presence on the web and establish your brand’s high quality content as an authoritative and popular source of solutions for your audience.

Today’s marketers know that search engine optimization is table stakes for a successful integrated marketing strategy. Here are some examples of how to strengthen your plan with SEO strategy .

Examples of search engine optimization

SEO is a wide field that involves technical optimizations on the back end and improvements to the reader’s experience on the front end. There are four types of SEO : on-page, off-page, technical, and local.

What are examples of SEO marketing?

Here are some examples of how to incorporate the four types of SEO into your marketing.

Example of on-page SEO

You probably know that SEO marketing involves keywords. The most common example of on-page SEO is optimizing a piece of content to a specific keyword. For example, if you’re publishing a blog post about making your own ice cream, your keyword might be “homemade ice cream.” You’d include that keyword in your post’s title, slug, meta description, headers, and body.

Examples of SEO keywords

In this example, your keyword is “homemade ice cream.” This is an informational keyword. If a user searches for it, they’re probably looking for information on how to make homemade ice cream. Once they find the info they need, their search will be complete.

Keywords are all about intent. Here are some other types of keywords:

Understanding a users search intent will help you tailor your content to their goals and amplify your SEO performance.

Example of off page SEO

Your off page SEO strategy involves link building – links from external sites to the web page with your content. Also known as backlinks, this seo tool can help you gain visibility from social media or other websites. Once you’ve published your article on how to make homemade ice cream, you can maximize backlinks by:

Example of technical SEO

The goal of technical SEO is to help search engines index your site more effectively. One example of technical SEO is submitting a sitemap. A sitemap helps Google index your site by telling it where the most important content is. Even if you’re not a developer, you can create an XML sitemap file and submit it using Google Search Console.

Example of local SEO

One of the most ubiquitous examples of local SEO is claiming and optimizing your Google Business Profile. If a user searches “where to get ice cream,” several Google Business results show up. Your Google Business Profile is a complement to your website and social media. Claim your profile to ensure your business appears on the SERP for users looking for your products or services in your area.

SEO marketing strategy

Some of your goals in digital marketing strategy are to increase website traffic and increase conversions to bring in more revenue for your business. SEO can help you achieve all these.

How is SEO used in digital marketing?

Creating high quality content that’s optimized for search can grow your organic traffic over time. And best of all? It’s not just random traffic. You can control who your SEO content brings to your website.

How? By getting clear on the intent behind your keywords. Before you start creating your content, you should know its keyword and the searcher’s intent. This will help you target exactly the kind of user you want to bring to your site – one who’s more likely to take the action that will help you reach your goals.

What is bad SEO?

All SEO tactics are not created equal. The foundation of “good SEO” is user experience. Publishing quality content and making your website easy to use are examples of good SEO.

On the other side of the coin, some techniques are considered bad SEO or “ black hat SEO .” Generally, if your intention is anything other than being helpful, your tactic is probably sketchy. This includes activities like keyword stuffing, sneaky redirects, buying links, and pages with malicious behavior.

Do bad SEO tactics work? You might see some SEO success, but it's not sustainable. And tinkering with them can damage your brand’s reputation with both users and search engines. Google’s algorithm gets more sophisticated with every update, and these activities are all on the naughty list.

SEO example website

What does a well-optimized website look like in practice? Most mid-sized companies have put significant effort into SEO. But some of the best examples out there are B2C companies offering high-ticket products and services. The value of getting a user to their website is astronomical.

One of our favorite examples? Personal injury lawyers. For a masterclass in SEO, Google “got hurt at a theme park” and check out any of the top results.

Find examples of SEO marketing in your industry

To spark ideas for your own business, simply search the relevant keyword you’re targeting with your own SEO strategy. Now that you know what to look for, your cup will runneth over with optimizations to make on your own website.

Search engine optimization (SEO) is a key element of digital marketing. You might know that an effective SEO strategy involves optimizing your website to improve its rank in search engine results. But did you know that there are four types of SEO?

If you’re new to SEO, consider starting with our primer, What is SEO marketing for beginners? If you’ve mastered the basics and are ready to dig deeper, you’re in the right place. Let’s dig into the four types of search engine optimization.

What are the 4 types of SEO?

Search engine optimization can be broken down into four categories:

The most effective SEO marketing strategies use all four types in tandem. Let’s take a look at how each SEO technique helps you get more qualified traffic to your website and build your brand.

1. On-page SEO

On-page SEO includes the SEO tactic you probably think of first when you hear “SEO.” It starts with high-quality content. Typically a blog post, high quality content helps position your brand as an industry leader. Search engine algorithms are more sophisticated than ever, and Google gets better at recognizing truly valuable content with every update. The days of tricking search engines with black hat SEO techniques are dead and buried (RIP). If you want to show up in a search result, practicing white hat seo techniques is key.

What is high quality content? You’re on the right track with your content if it:

High quality content is also easy to read. Think proper grammar, short sentences, numbered lists, scannable headers, and credible outbound links.

Including keywords in your content

Your focus keyword and closely-related keywords should appear in all the following areas:

Including your keyword shouldn’t be difficult or unnatural. If you’ve created a focused, high-quality piece, it should happen almost organically. But it’s important to review all these elements before finalizing your content to ensure it’s optimized.

How do you decide which keywords to focus your content around? Ask yourself: What would a users search intent be if they were looking for this content? What types of keywords would they use – informational, navigational, commercial, or transactional?

4 types of KW

Here are a few tips for researching keywords :

2. Off page SEO

You can spend all day talking about how great your own content is. But there’s a reason why 82% of consumers trust reviews , and only 4% trust ads – credibility.

Search engines look for signs that other users have found your content helpful: backlinks (links from external sites). For this reason, creating linkable content is the foundation of off page SEO.

Wait. What’s the difference between high quality content and linkable content? If your content meets the quality indicators above, you’re halfway there. But as Barbra Streisand lamented, “being good isn’t good enough” when you’re trying to get to the top of the SERP.

Linkable SEO content has been specifically crafted to attract attention and – you guessed it – earn backlinks. It might include:

Building your backlink strategy

Once you’ve crafted your high-quality, linkable content… you’re not done yet. Your content will likely earn some backlinks just because it’s amazing (like you). But to get the most out of the content you worked so hard on, you should try to get as many backlinks as you can.

Link building isn't just about having great SEO content. To get more backlinks, identify trustworthy, popular sites within your space. Track down who’s responsible for their digital content, and craft an email. Ask them to consider linking to your content. Include a summary, how it benefits their readers, and where the link could go. Be specific, including the anchor text (the text that links to your content) you’d prefer them to use.

3. Technical SEO

After keyword optimization, technical SEO is probably the next thing that comes to mind when you hear SEO. To make the most of your content, it’s important to make sure your website meets modern technical requirements. That means optimizing elements like:

These components are important to search engine algorithms because they impact accessibility and user experience. Your content might be brimming with unique insights… but if it takes 90 seconds to load, most users won’t stick around to find out.

Run a SEO analysis and make sure you’re following web design best practices. Your topics and audience should be clear. Simplify your site structure as much as possible to focus on the essentials. To get a sense of technical performance, run your site through Google’s PageSpeed Insights tool .

4. Local SEO

The fourth type of SEO is local SEO . This area doesn’t apply to all businesses, but it’s could benefit a small business or any business that serves customers in a particular geographic area. The most important factors in local SEO are proximity, relevance, and prominence.

In general, improving the first three types of SEO will help boost your brand in local SEO results as well. You’ll want to focus on these particular areas:

Optimizing for local SEO can lower your content marketing expenses since it allows you to focus on targeted geographic areas.

What is the most important aspect of SEO?

There’s a lot to learn when it comes to SEO in marketing , and there are specialists in each of these four categories. So what’s the most important lesson here?

In the end, SEO strategy is all about the user experience. As search engines become more sophisticated, the gap closes between what’s prioritized by the algorithm and what’s helpful to the user.

When it comes to SEO best practices, the most important is making sure your website is easy to use and meets your audience’s expectations. Keeping your customers top of mind is a north star that won’t steer you wrong as you navigate the deep waters of SEO.




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