How To Generate Results with Organic SEO
Written by admin on April 2nd, 2009 in SEO.
If you are unsure of precisely what is meant by the term “organic SEO” (search engine optimization), then you should know firstly that this is usually a broad term that describes almost any of the unpaid, naturally generated results that any website has gained from in particular engines. The most in depth search engine optimization consultants however, usually read more in the word “organic”. Such consultants will generally research and apply strategies that are designed to increase a sites ranking by boosting the “natural” search engine results.
When looking at SEO, there are two approaches for boosting search engine ranking. The first is known as “White Hat” SEO, which focuses primarily on content-based activities that are don’t violate search engines’ terms of service. The other approach is the “Black Hat” SEO approach, whereby a company or web master will use different technologies to drive the sites rank higher in the search engines. While both approaches can be applied, and both can achieve high rankings, you will generally find that SEO companies and consultants that are involved in ‘White Hat’ SEO feel the “Black Hat” approach doesn’t truly adhere to “organic SEO” practices.
You’ll often here the expression “content is king” when discussing SEO. While there is no doubt that there is some validity in this statement, there are also countless studies that have demonstrate that quality content is far more important. People primarily seek information when using search engines, therefore elaborate sites that provide lots of whizz-bang add-ins are not necessarily the ones that will rank the highest. Those who are adhering strictly to the principles of “organic SEO” will understand this and may very well decline working with businesses who do not want to improve content to boost their site ranking. Other firms that are less concerned about sticking with the terms of service of search engines will often happily use technical loopholes, allowing sites to contain little content to use technology that will ‘trick’ the engine into seeing content it wouldn’t otherwise find. In terms of using technology to boost search engine rankings, there are acceptable practices such as the correct implementation of relevant page titles and meta tags, which adhere to the search engines rules. There are however, a number of less acceptable technologies that may be applied, including cloaking, redirects, multiple sites, keyword stuffing, the adding of hidden links and countless other techniques. A reputable “organic SEO” company will not be willing to implement these strategies.
One of the most critical things for any website to improve their ranking in the search engines is to increase the number of incoming links. This often at the heart of a successful “organic SEO” campaign and consultants practicing true “organic SEO” will work on increasing these by methods that are acceptable to search engines. Those search engine optimization companies that practice “artificial SEO” methods will look at how to rapidly increase the number of incoming links using automated methods and adding little extra value to the site they are trying to push up the ranks. Examples of techniques used to do this include reciprocal linking schemes, link farms, purchasing text links and other linking ‘tricks’. These forms of link building are focused on fast solutions, and have little to do with creating great websites that draw others in and increase the desire of owners of other sites to link without a reciprocal link, without payment, or without asking please.
If you engage a quality SEO company or consultant, they will strive to keep your site up to date and get you listed in the most industry specific directories for your sites subject matter or area of industry. By applying genuine “organic SEO” techniques they will develop your site into a series of pages that have true value to visitors and potential customers. All quality consultants will automatically make sure your site gets listed major directories, such as the Yahoo Directory, the Open Directory Project, and Business.com. You’ll find a dramatic contrast between “organic SEO” and “artificial SEO.” I believe that the former is going to be much more beneficial in the long run, not least of all because the application of “Black Hat” methods could potentially see your site being ‘delisted’ and removed from the search engine all together.
The other thing you should know about SEO is that search engines regularly alter their algorithms and they do this for particular reasons. Firstly, they do this to improve the service and the way in which they generate results based upon regular assessment of user trends. Secondly, the algorithms are changed to find new and improved ways to sifting out the sites that have achieved artificially high ranks. Updates of the algorithms tend to create a lot of debate and often lead to many unfounded rumours within the SEO community. It is often the “artificial SEO” companies that are the most worried by such changes as their methods are the most likely to be impacted upon by such changes, particularly if the changes result in clients’ sites being taken out of the engines altogether. If you have a look on forums that are widely used by the many “artificial SEO” consultants and companies, you’ll notice such changes see a spike in the rumour mill and regularly this change will cause consultants practicing “artificial SEO” threatening to sue over recent changes.
If you are to look closely at the sites that remain highly ranked during the times when algorithms change, you’ll see that with few exceptions, these sites offer genuine value for visitors, and are usually viewed and a valuable resource in that industry. The “Organic SEO” companies will have little to worry about as changes are introduced. These companies are not going to be running around trying to frantically redoing SEO work to try to quickly restore rankings for clients that have been lost due to the dependency on technical loopholes. When these loopholes are removed the “organic SEO” firms will have little to worry about and as long as they continue improving content on the sites they manage, they will be able to continue strengthening their clients’ site rankings.
It is not unusual to hear words to the effect that “we’re not trying to create a resource, we’re trying to sell products” when advised to apply “organic SEO.” Remember that when trying to sell products, you will reach prospects at different points in the buying process. In this case you may find that creating a resource means you educate the customer and move them forward in this process. Therefore it is short-sighted to only be focussed on reaching those prospects who are ready to buy. If your prospect sees your website as a resource from which they learn more about your industry and products, then when they make their decision they are more likely to come to you to actually buy those products, having built trust in your knowledge and expertise.
The thing about building solid “organic SEO” through quality content is that it makes your site more valuable not only as a sales tool, but by dramatically increasing your search engine ranking; which is after all the goal of SEO. Improving your site content to achieve better results via “organic SEO” can deliver you the best results whether you are targeting those just looking or those who are ready to buy. You’ll be easier to find when people are buying and you’ll build a degree of loyalty that will boost your results with those who are still deciding about whether they want to buy.
The other thing to remember if you use an “organic SEO” firm is that they tend to follow the lead of the search engine. The major search engines will routinely carry out studies that analyse closely what the users are looking for when placing search queries. The search engines themselves have a strong interest in getting this right and therefore many “organic SEO” firms will aim to benefit from this. A SEO company with an “organic SEO” focus will consider what they can take from these studies in order to learn how to improve their practises and why some sites remain successful in the search engines over periods of time. By taking this approach the SEO company that follows “organic SEO” practises makes their customers’ websites better both for the search engines, but also for the user. This is because they learn from search engine studies what is seen as being consistently useful for the site’s visitors. “Artificial SEO” consultants on the other hand place little value on these studies – spending more time focussing on ‘quick-fixes’ to boost rank than long term gains and the end user. Far more of their energy is put into uncovering technical loopholes that they can use to their advantage to replace the loopholes that have been closed.
Taking the approach of using “artificial SEO” can mean levels success in the search engines can go up and down. By far the bigger issue with this however is that the success of the site relies on whatever current loophole exists in the search engine rankings. If the aim of SEO is to boost your rank, then “artificial” SEO might get you quickly to the top, but in the long run it is just a bandaid solution. If you haven’t built a site that offers some real value to the user when they get there, then you’ve defeated the true purpose of a good search engine ranking. Sure, you’ll have loads of visitors, but you may well find that your visitors quickly move on to another site when they find your site to be lacking in substance. The benefit of quality content is understood by “organic SEO” consultancies who take on board the (often expensive) research the search engine conducted to understand what types of content users want from their queries.
Those SEO companies that are truly focussed on “organic SEO” practices will approach SEO in a manner that is true to the word ‘organic’. They will create a quality website that demonstrates characteristics of an organism – growing and developing through time to build upon what is offered to users. An organic website will have more beneficial content and extended growth and success while securing a place at the top of the search engine results. This will be an organism that thrives for a long period, while the artificial machine created sites fade out.
April 28th, 2009 at 4:50 pm
There is obviously a lot to know about this. I think you made some good points in your article. Thanks for the read.