Organic Search: What It Is And Why It Matters

Organic search is a term used to describe the natural search results search engines deliver to a user's query. "Organic" is used in contrast to "Paid" or "PPC" listings where advertisers pay to be displayed on search engine result pages (SERPS). Organic search results are attained based on a search engine's evaluation of a web page's topic or theme as it relates to the keywords in a user's query. If a Google user types in the phrase "Organic Search", Google will return a list of web pages that have demonstrated relevance and authority on the topic of Organic Search (Try It).

While Advertisers can pay to frame the organic search results, the organic listings themselves cannot be bought. This is especially relevant because we know that only a very small amount of search users will click on paid results. The vast majority of search users prefer organic listings, as they are perceived to have great relevance and authority than other results. Organic search results carry with them an element of trust that’s passed along by the user’s faith in the search engine to know what the user wants. The more consistently the engine delivers the results the user wants, the more the user trusts the results the engine delivers. A prominent listing in the organic search results of a search engine such as Google is like getting a referral from a respected authority. As every successful business knows, warm referrals are about the best leads a salesperson can get.

How does one attain organic search visibility? First and foremost you must have something of value.  Being at the top does little good if you can’t back it up. Search engines reward quality, and the easiest way to the top is to start with the best your industry has to offer. Over time, authentic quality is rewarded many times over. Quality alone won't get you far, but it makes the climb much easier.

The second requirement of organic search visibility is solid search engine optimization. SEO by definition is about optimizing your site for the search engines. Making sure your signals are clear, your urls are indexable, and your architecture is elegant make a search engine spider's job much easier. A well optimized website is like a fine German automobile. Fast, responsive, and finely tuned, an optimized site can compete at high level.

On the most basic level, organic search rankings are a popularity contest. While on page factors are critical, they provide only a fraction of the power it takes to rank high in organic search results. The heavy lifting for top rankings are external links to your site. Link popularity, quality, volume and diversity are what separate the top dogs from the pack. Domain authority, trust and page rank all related to the factors that influence the value of a link from one site to another, and for every instance determine the value of the "vote".

The value of organic search is unparalleled. The average person is bombarded with information at an ever-increasing rate. People use search engines to help them sort and filter relevant information so they can more quickly and efficiently make a decision. Being present at the peak moment of opportunity (when the consumer has asked for what you have to offer) provides a unique opportunity to be the first - and hopefully last - answer to their question.

Source: http://www.deepripples.com/blog/organic-search-what-it-is-and-why-it-matters

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