Search engine optimization is the comprehensive and multi-faceted process of tweaking a website and any connected social media accounts so that the published content looks good not to just human traffic, but to search engines. While it may be the people you’re after in terms of getting them to click through, stick around a while, and purchase, it’s the search engines you’ll need to impress in order to get them to drive traffic your way. The more a search engine likes your website, the higher your website will rank in search engine results. Of course, there is a fine line to walk within the SEO world: too little SEO and search engines will pay you little mind. But implement too much SEO and the search engines may catch onto your game, and even disqualify you (lower or even take away your ranking).
Organic SEO is quite possibly the most important type of SEO there is. Organic SEO marketing refers to the goal of achieving a natural position within search engine results pages. This means that instead of purchasing sponsored ad placement, or utilizing the frowned-upon black-hat marketing techniques, your SEO tactics will focus on your website’s ranking coming about from natural techniques. These include the following:
The use of keywords.
Keywords are the words and phrases that internet users type into search engines in order to find websites. As a business, it’s important that you do your research on keywords. Find out which ones work for you, and which ones don’t. Typically you’ll have three to five strong keywords, and several more supportive keywords and phrases. Use these in links, paragraphs, and headlines.
Maintaining a balance of incoming links (other sites that link to you) and outgoing links (other sites that you link to) is crucial for the fair “flow” of search engine “juice”. Give too much, and you’ll lose out. But give too little (while taking in plenty from others), and you’ll also lose out. More than anything, search engines want to see that you’re linking to — as well as being linked by — websites that are relevant to yours. Look for sites that are within your niche or who are closely related, and establish working relationships with them.
Relevant, unique content.
More than anything, having a website that is regularly updated with high quality content that directly relates to your website is going to draw in visitors and search engines alike. Add a blog to your website, or add static pages, and make sure that content is added weekly, or quite possibly daily. Focus on keyword-rich content and you’ll take care of two needs at once: keyword building and emphasis, and unique content for your website.