Organic search results are those links you see just under the ads when you Google something. These are super important for businesses because they let people find your products and services without you having to spend a dime on ads.
Understanding organic search is one thing, but actually using Search Engine Optimization (SEO) techniques to bring in top-notch traffic and leads is a whole different ball game.
Keep reading to find out more about organic search, the different kinds you might see, and some handy tips on how to make your website’s content better so it can rise up in those search engine rankings—naturally, that is.
What exactly is organic search?
When we talk about organic search, we mean the results that pop up in a search engine because they’re closely related to whatever you typed into the search bar. These aren’t like the ad spots you see at the top or side of the page; organic results can’t be bought. Essentially, the search engine’s algorithm thinks these results are the most deserving based on their relevance alone.
Trying to figure out what exactly makes these algorithms tick can be pretty tricky since they’re always getting updated. However, they generally favor websites that provide the most relevant and useful information related to your search terms.
While it might seem like these algorithms are a bit of a mystery, there are tried-and-true methods you can use to increase your website’s traffic. We’ll dive into these strategies shortly.
But first, let’s talk about why investing time in boosting your organic search traffic is a smart move for your business.
How does organic search impact your business?
Pulling in visitors to your website through organic search is a huge win for businesses because it’s traffic that doesn’t cost you anything.
Now, I’m not knocking pay-per-click advertising—it has its perks. However, crafting a killer piece of content, launching it into the search engines, and seeing it climb to page 1 without spending extra money beyond its creation? That’s a real thrill.
But the benefits of organic search traffic don’t stop at being cost-effective. This type of traffic often converts better than many other marketing strategies. For instance, a study from 2021 found that organic search traffic for B2C businesses had a higher conversion rate than any other type of marketing traffic.
Why does this matter? Well, conversions—like filling out forms or starting chats on your website—are what feed your sales funnel. More organic traffic can mean more of these conversions, which in turn can lead to more sales. It’s a simple equation: more organic visitors can significantly boost your business’s bottom line.
Different Types of Organic Search Results
These days, “organic search” comes in more shapes and sizes than just the classic blue, underlined links that appear below the search bar.
A solid organic search or SEO strategy aims to capture not just one type of search result, but multiple forms. These variations are designed to help users, and securing a spot in them can significantly boost your brand’s visibility.
Here’s a breakdown of the different types of organic search results you might encounter:
Featured Snippets
Featured snippets are like the VIP section of Google’s search results. They sit in a special box at the top of the search results page and usually contain content that directly answers a user’s query. This could be:
- YouTube videos
- Tables pulled from an article
- Text excerpts from a specific webpage
If a user clicks on one of these snippets, Google will direct them right to that part of the webpage, provided their browser supports it.
To make the most of featured snippets, think about the questions your potential customers might ask about your products, services, or industry. Create high-quality content that addresses these questions and strategically include SEO keywords. While Google ultimately decides which content makes it into the featured snippet box, your targeted efforts can tilt the odds in your favor.
Video Carousels
Videos have a way of getting information across that text just can’t match. With platforms like TikTok and YouTube often being the go-to search engines for the younger crowd, Google has adapted by giving video content a more prominent spot in search results. It’s pretty clear that videos, including YouTube Shorts, are going to be big players in organic search visibility moving forward.
If your brand has a YouTube channel, it’s crucial to optimize your videos. Doing so could significantly boost the amount of traffic you get from organic searches, as Google tends to rank YouTube content quite favorably.
Image Carousels
Just like video carousels, image carousels showcase photos related to a user’s search query. If you want your images to appear in these spots, make sure every image on your website is marked with appropriate alt and title tags. This helps Google understand and categorize your visuals better, increasing the chances they’ll show up when they’re most relevant.
People Also Ask
Never overlook the potential of Google’s “People Also Ask” section. It’s not just useful for users who are looking to pinpoint specific answers; it’s also a goldmine for SEO insights.
Whenever you pop a question into the Google search bar, the “People Also Ask” box pops up with a bunch of related questions other folks have searched for. It functions a bit like the featured snippets—Google displays this box if it thinks the content is helpful and on-point. If your content hits the mark on relevance and value, Google might just pull your snippets or full pages into these results.
This feature is an awesome tool for understanding what people are curious about in your field, and it can guide you to optimize your content to answer those burning questions. By doing so, you increase the chances of your content being featured and viewed by more users.
Top Stories
Directly below the search bar, you’ll find the ‘Top Stories’ section. This area highlights freshly published content about hot topics, primarily from news outlets and other media sources. It’s a space that can give significant visibility to timely and relevant articles from:
- News websites
- Major publications
- Various media and PR outlets
How to Boost Your Organic Search Traffic
Navigating Google’s algorithms can be a bit like trying to solve a puzzle without all the pieces. Some aspects of these algorithms are kept under wraps for proprietary reasons, and others could change at any moment. However, there are several SEO strategies that have consistently shown to be effective in climbing those search engine results pages (SERPs).
Wondering what SERP means? Click here to learn more about the importance of ranking highly on SERPs.
To ramp up your business’s organic search traffic, here are some practical strategies you can implement:
Craft Relevant Content
The golden rule for ranking high in organic search results is relevance. Search engines aim to connect users with the information they’re searching for, so naturally, they favor content that meets this need.
When devising your brand’s content strategy, ensure that your landing pages, blog posts, and other materials not only include SEO keywords related to the topics but also maintain readability. It’s crucial to strike a balance—your content should be SEO-friendly without tipping into the realm of keyword stuffing, which can come off as spammy.
Here’s what to consider when creating relevant content:
- User Intention: What do you think the user is trying to find out?
- User Knowledge: What does your target audience already know, and what gaps are you filling?
- User Language: What phrases or questions might your target audience use in a search?
- User Need: What problem does your target audience need to solve?
A word of caution: avoid claiming expertise in areas that don’t align with your brand’s core competencies just to score SEO points. If visitors don’t find what they expect on your site and leave dissatisfied, it could negatively impact your rankings and hurt your credibility.
Not sure how to kick things off? You might want to think about partnering with a content marketing agency that can help you develop and execute an effective SEO content strategy.
Include FAQ Sections in Your Content
One straightforward strategy to boost your SERP rankings is to include a “frequently asked questions” (FAQ) section in your content. This is a neat way to group common SEO questions and answer them succinctly. Not only does this address multiple related search queries in one go, but it also makes it simpler for Google’s bots to discover and index your content. This could be a game-changer in how easily people find your website when they need answers you’ve got.
Create Fresh Content
Search engines have a soft spot for up-to-date content. It’s smart to have a regular schedule for rolling out new content and updating existing articles with the latest info. This shows that your site is active and continually adapting to provide the most current and relevant information.
Optimize For Maximum Impact
Search engines favor websites that they deem relevant and user-friendly. Managing a website is an ongoing task. Tools like Google Search Console are invaluable for this, providing insights and recommendations to enhance your site’s performance. Consider questions such as:
- How quick are my page loading speeds?
- Is my website mobile-friendly?
- How secure is my platform? Are users’ data protected? (Hint: URLs starting with “https” rank better in SERPs than those with “http.”)
Beyond just sprinkling in keywords, take the time to fine-tune other elements like metadata. This includes:
- Title: This is how your page title shows up in search results — make it catchy and relevant.
- Meta Descriptions: This is the brief description under your title in search results. Crafting this well can influence whether people click on your link.
Boost Your Brand’s SEO Success
Diving into the world of SEO and content marketing can seem overwhelming if you’re just starting out. Luckily, you don’t have to figure it all out on your own. Teaming up with experts who live and breathe SEO trends and best practices can save you heaps of time and effort.
That’s exactly why considering a digital marketing agency can be a game-changer. At Tribal Pearl Media, we aim to support your SEO success as though we’re part of your own team. We’re all about mutual success—your wins are our wins. We’re excited to help boost your brand to new heights using the power of organic search. Let’s make your brand shine together!
