How to Make Organic Search Work for You?
A hilarious maxim in the SEO universe goes something like this “the best place to hide a dead body is page two of Google.”
It is somewhat confirmed by Advanced Web Ranking’s latest study from July 2017, which shows the recent most data on the CTR or click-through-rate from Google’s organic search results.
If you check the graph, you’ll clearly see that pages ranking higher on the SERPs have better CTR.
The best place to hide a dead body is page two of Google.
In simple words, rank high and you stand a chance to gain increased footfalls on your website.
This also means, making SEO efforts for successful and sales is still a necessity for marketers.
That being said, Google takes over 200 factors to rank your website and surprise, surprise; it never stopped taking keywords into consideration.Which puts SEO or organic marketing at the center stage.Again.
Here’s how you too can make concerted efforts at branding using SEO before anything else.
- Zero-in on What You Want to Rank For –Google allows you to optimize not just your web pages, but also your images, videos and almost any other kind of content that exists. Make it a rule of the thumb to first decide what you want to rank for.
- Conduct Keyword Research to Find Positive Keyword Set – Up next, you need to conduct a keyword research to find out the set of keywords that best relate to your brand. At the same time, if you want, you can also come up with negative keywords for your brand. This can also do the trick for your brand, albeit, organically!
- Conduct an Audit to See Which Pages are Currently Ranking for These Keywords –Want to get a quick insight into keywords for your website? In that case, a keyword audit for pages that are ranking for the positive set of keywords will come to your rescue.
- Create a Checklist of The Common Points – Notice anything common in all the pages for which you conducted the audit? List them all down. This will help you create the SEO roadmap for the website.
- Turn Negative Into Positive –Negative keywords are no more seen as the bad boys of SEO. With a focus on the right keywords, you can stop the users from clicking on meaningless links. Moreover, you can use them along with positive keywords to improve the ROI. This takes lots of practice before you get it right. So what you can do is see what leading firms are doing in this direction (and being successful at that), pick up a few tips from them and implement it for your brand.
- Build an Infallible Content Strategy – Moving on, start crafting content that’s relevant and is better than the pages that surfaced at the time of the audit. This includes text, images, video and everything in between. When it comes to images, pay attention to creating the alt tag as well as the alt text. The latter is not only important from the SEO point of view but explains to the differently-abled what the image is for. For videos, always include the relevant keywords in the videos to optimize them.
- Say Goodbye to Black Hat SEO–Nothing damages your reputation like black hat SEO practices. Curb this menace by generating high-quality backlinks, generating and promoting relevant content on channels and optimizing the meta tags. Cross promotional strategies on social media for instance, is one of the best ways to generate quality backlinks.
- Use Google Snippets –Content is, was and shall always remain pivotal to your brand’s SEO strategy, especially with the advent of social channels. Because content is being created left, right and center, how do you make sure that your content is easily visible before everyone else’s?
The answer lies in Google Snippets.
When the going gets tough, well, aim for getting your content converted into a Google’s Featured Snippet.
These are results cherry-picked by Google and featured on the top of Google’s organic results but below the ads.
The advantage of the snippet is not only in terms of the positioning but also how it is presented. It’s always in a box and can contain a table, a list or a paragraph. It may or may not be accompanied by an image.
More often than not, Snippets aim to provide answers to various search queries and when you weave your content around interrogative questions containing the 5 Ws and 1H (Who, What, When, Why and How), you automatically take a step closer to outranking your competitors!
- Use Longtail Keywords – Alternatively, you can also use for another age-old SEO tactic, which experts in the industry swear by – Longtail keywords! These are longer, more specific keywords used by visitors and are also a mainstay of voice search. Get your longtail keyword game up and there will be no looking back for you. Say for instance, if own a clothing brand, the long tailed keywords can be “latest fashion trends for men.” Think of them as the keywords, which will help consumers get exactly what they are seeking. It is obvious that these keywords help target a niche audience, help you get qualified traffic and build a strong brand authority. Let us also not forget the fact that long-tail keywords are less competitive, which means you can live by your own rules!
Organic search and the ranking of your brand or business are closely tied to one another and just like Rome, it takes many days to get to the top of the SERPs. Marketing professionals should therefore, stay on the top of the trends to be able to notice the changes brought forth by the search engine giant to power their organic SEO efforts!
About the Author
Shivam Joshi is a business developer and digital marketing enthusiast who aims to provide solutions to small business and startups through effective development and digital marketing strategies. He makes a point to stay up to date on the latest happenings in the digital world and looks for innovative ways in which startups can engage with their audiences. – http://shivamujoshi.com