Of all the Internet marketing strategies in use today, organic search engine optimization – or organic SEO – is one of the oldest tried and tested methods of achieving top rankings in search results. Organic SEO works to build rankings for websites based on highly relevant content that applies to the keyword phrases that users are searching for.
To achieve high rankings in organic search results, there are a variety of on-site and off-site SEO strategies that work in tandem to help build authority and trust with search engines on selected keyword phrases.
Below you can read about five basic strategies that search engine optimization companies use to benefit from their clients’ organic SEO strategies.
- Do a complete keyword research: Keyword research is the process of uncovering the most useful key phrases that Internet users are searching for that you want to target for your organic SEO campaign. Before starting your keyword analysis, you must determine who your target audience is and whether you will target Internet users on a local, regional, national, or global scale. If you’re only targeting local searchers, you’ll want to uncover keyword phrases that use geo-specific modifiers for your target keywords (i.e. Car Rentals in Atlanta or Atlanta Car Rentals.) There are many useful tools that allow you to do keyword research. to find which phrases Internet users are searching for. One of the best is the Google AdWords Keyword Tool, which is a free keyword analysis tool that lists keywords based on their search volume and how competitive they are.
- Have strong SEO copywriting: Once you have found the most useful keywords for your organic SEO campaign, you will want a professional SEO copywriter to develop optimized web content for your website that uses these keywords in strategic ways that benefit organic SEO. Each web page on your site should be dedicated to the main keyword phrase or topic and that keyword phrase or topic should be used throughout the web content on each page strategically in header tags (H1, H2, H3, etc.) and throughout the body text. Using strong tags in your keyword phrases also lets the search engines know that this word is more important than anything else on your web page. Having well-optimized SEO copywriting is a key ingredient in the overall success of your organic SEO strategy.
- Optimize Your Meta Tags: Meta Tags are information tags that tell search engines what your web page is about. There are three main Meta tags that you can optimize for organic SEO benefits. The first tag is the Title tag. The Title Tag, which appears at the very top of every page on a search engine results page (SERP) must include the keyword phrase you are targeting at the front of the title tag. This also applies to the Description meta tag, which is the second most important meta tag you can optimize for. The Meta description tag is a short 170-200 character block of content that appears directly below a page’s URL in the SERP. Including your targeted keywords and variations of those keywords is a best practice for optimizing your web pages for organic SEO. The last meta tag I will cover is the Keyword meta tag which is becoming less and less important for organic SEO. This tag is often abused by SEO companies who cram the tag with every keyword under the sun. Now Google doesn’t even use this tag to take into account how well a page ranks for certain keywords. I still use it, because it’s like marking the ‘i’ in your meta tag. Don’t overfill tags, but include your main keyword phrase and some closely related keyword variations in the tag.
- Use a search engine friendly URL structure: Your website URL should also remember the targeted keywords. Search engine optimized friendly URL works to support web copy and optimized meta tags by including the same targeted keyword phrase in the URL string. If your web page has the same targeted keywords in the Meta tags, in the body copy and in the URL, it all combines to make your web page highly relevant to the targeted keyword phrases for your organic search campaign.
- Start a content marketing strategy: Once your website is well optimized for organic SEO, the next step you should take is to start a content marketing campaign that helps build links to your website. Building links to your web page builds authority for your web page on the specific topic it covers. The best way to collect these links is by writing blogs and articles, as well as distributing other content to other websites such as videos and press releases that help build your online footprint and help build links back to your site. This off-site content marketing strategy is an important cog in achieving long-term organic SEO success.