In simple terms, organic search engine optimization may be defined as the process of optimizing a website for obtaining high rankings in the search engine result pages. Big search engines such as Google and Bing use over 200 different factors to rank web pages in the search results for different terms. A website can be optimized to make it more relevant to search engines for various keywords. Once your site is properly optimized, it will start ranking higher for the keywords for which it has been properly optimized.
There are some different ways of performing search engine optimization. However, there are certain techniques also known as black hat search engine optimization techniques that provide temporary rankings boost to a website, but the search engines prohibit these techniques. The websites that use such techniques for gaining high rankings are, more often than not, penalized by the search engines.
In many cases, these websites permanently lose their rankings, and in some extreme cases, the domain is completely removed from the index by the search engines. It is important to mention here that search engines have also penalized some big brands for using such prohibited search engine optimization techniques. Business owners usually are not aware of the techniques used by their SEO agency for higher rankings, and therefore, it is important for business owners to be careful while choosing an SEO agency for their business.
As far as organic SEO is concerned, this type of search engine optimization is focused on using optimization techniques that are not prohibited by search engines. Some of these techniques include creating high-quality content that naturally attracts links from other authoritative domains, social media marketing to get high-quality links and mentions, and regular publishing of high-quality content on the website to make it more useful for end users as well as other such techniques.
It is extremely important to maintain decent keyword density these days. There was a time when webmasters focused on including the targeted keywords on the web page as many times as possible, but those days are long gone. These days, mention of targeted keywords more than a few times is often seen as spam by the search engines.
Therefore, it is important to maintain a healthy balance of targeted keywords throughout the content. The content should also include various other related terms also known as LSI terms. A healthy sprinkling of targeted keywords along with LSI terms will make the page more relevant in the eyes of search engines.
While Google has denied that click through rate plays a role in the rankings but testing done by many veterans in the industry has shown that click-through rate in the search engine result pages does have an impact on the rankings. Therefore, it is important for you to make sure the text appearing in the search engine result pages is designed to attract as many clicks as possible.
While Google and other search engines do not directly use the social media metrics for rankings, it has been observed that more social shares usually also result in higher quality links which in turn drives higher rankings. Therefore, you should also indulge in social media marketing to get traffic from social media and get high rankings in the search engines.
It is also important to include all kinds of content on your websites such as videos, images, PDF, infographics and various other types of content. In simple terms, your focus should be on creating a resourceful website for the end-user. Google and other search engines have become exceedingly good at determining the quality of content on a webpage, and you will start ranking better if you focus on delivering useful content to the end user.