What Is Organic Search Engine Optimization (SEO) and How Can It Work for You?

Organic search engine optimization

How well is your website ranking in Google? 75% of users never go past the first page of search results. If your content isn’t there, you’re missing out.

A great foundation for any website is its capability to rank organically. 

Effective organic search engine optimization will get it ranking higher. Need some pointers? Keep reading to discover how to increase your search engine rankings.

What is Organic Search Engine Optimization?

Organic SEO is the process of making your website, and the content it holds, better for search engines like Google. Search engines look for certain qualities and signals that they deem important. Meet those expectations, and your pages will earn a higher spot in search results.

Organic search engine marketing is more cost effective than paid advertising. It also seems more genuine and trustworthy to consumers.

If you have a website then you really need to look into the structure of the website as well as page optimization. Let’s get you started by addressing your website’s structure first.

1. Website Optimization

Since SEO is a two-fold process, you’ll need to optimize both the code and the content. Here are three crucial code-related issues to address.

Page URLs

Optimizing the structure of your website should begin with your page URLs. Use the keyword you are targeting in the page URL, preferably in the beginning.

Meta Tags

You’ll want to include your keywords in the following:

  • Title Tag
  • Description
  • H1, H2, and H3 Tags

Meta tags are an essential organic SEO signal in both the content creation and website coding processes.

Image Names

Images play a part in sending relevancy signals to search engines. Use your keyword in the image:

  • File Name
  • Title
  • Description
  • Alt Text
  • Caption

If you already have graphics uploaded online, double check to make sure they’re optimized too.

2. Content Optimization


The first step in optimizing your content is knowing which keywords you want to rank for. Keywords should include:

  • Phrases customers search for
  • Local search phrases
  • Google suggested keywords and phrases
  • Keywords that your competition is using
  • Your product and service names

When considering which to pursue, pay close attention to the monthly search volume and the competition already targeting a particular keyword. A free tool to use for this is Google’s Keyword Planner. Within Keyword Planner, choose keywords with a higher search volume and a lower difficulty.

Writing Content

Once you’ve chosen your keywords, include them in your content. But, be careful not to keyword stuff; that’ll get your page penalized by Google. Write helpful material for the reader and fit your keywords in naturally.

Use your keyword phrase in the title and headings. Also, include it toward the close of your article. If you have other topic-related keywords, sprinkle those in too.

Include helpful links to other content (outbound links) as well as your published content (inbound links). Use shorter paragraphs, bulleted lists, and headings to make it easier for visitors to read.

3. Link-Building

Building backlinks to your content are also important for page one listings. Links from other blogs, websites, and social media will help you gain page authority. If possible, the text used in the link back to your site should use a relevant keyphrase.

The best kinds of links are those from websites that Google already likes, otherwise called authoritative sites. These types of websites have many links to them and have existed for years, gaining domain age. Backlinks from reliable websites signal to search engines that your page is also trustworthy.

How do you find the authority ranking of a page? There’s a free Chrome extension that lets you check page and domain authority.

Case study:

In our SEO project with Tristan Lauber we optimized 2 websites for organic search traffic:



First, we worked on the website design and structure…

  • Perform a keyword search
  • Optimized the structure of the website for the SEO
  • Optimized content for the SEO
  • Set up Social Media Networks 
  • Submitted business in local directories such as Google business page, Yelp and Foursquare. 

Now both websites of Tristan Lauber’s piano studio, the English and French websites appear on the Google map, as well as on the first page in Google, as an organic search result.

What’s the Bottom Line?

Although Google uses 200 ranking factors, you don’t have to get them all perfect to rank high. Focus on:

  1. Using your keyword in the page URL and meta tags
  2. Getting inbound links
  3. Structuring your content for the web
  4. Increasing page speed
  5. Keyword intent in your content

As the internet continues to grow along with its user-base, organic SEO is becoming increasingly complex, and for your site to continue ranking (or ranking even higher) you have to continue building your reputation as an industry leader. Organic search engine optimization  is not a one time set up – it takes time and requires consistency, but don’t give up. You’ll see results in due time.

Want to tackle more than the basics? Contact us; we’d love to help.

OLGABOCA - Agence web, Web agency

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