Understanding how search engines work and how to leverage them for your brand or organization is crucial. One of the most important concepts to grasp is the difference between organic search results and paid search results.
Organic search results are unpaid listings on a search engine results page (SERP) when a user enters a query. The search engine's algorithm ranks these results based on relevance and quality, making it essential for businesses to focus on PR and SEO strategies to improve the content that appears in organic search results.
PR, or public relations, is vital in building brand credibility and earning high-quality backlinks from reputable sources. When your brand is featured in well-respected publications or mentioned by influential industry leaders, search engines view these backlinks as a way to gauge your site’s authority and relevance. You can significantly boost your organic search performance by leveraging PR tactics to secure earned media coverage (including backlinks).
On the other hand, SEO, or search engine optimization, requires users to optimize their website and content to align with search engine algorithms. This includes researching and targeting relevant keywords, creating high-quality content that addresses user intent, and ensuring your website is technically easy to navigate.
Mastering the art of appearing in organic search results through a combination of PR and SEO strategies can lead to sustainable, long-term website traffic for your brand or organization. By earning top positions in organic search results, brands can build brand awareness, establish thought leadership and direct targeted traffic to their websites without relying solely on paid advertising. This helps you attract more qualified leads and positions your brand as a trusted authority in your industry.
Why Organic Search Results Matter
Organic search results are essential for several reasons. First and foremost, they are free. Unlike paid search results, which require a financial investment, appearing in organic search results doesn't cost a dime. This makes it an attractive option for businesses with limited marketing budgets.
Moreover, organic search results tend to generate more qualified traffic than paid search results. Users who click on organic search results typically seek information, products, or services directly related to their search query. This means they are more likely to engage with your website and potentially convert into customers.
Organic search results also contribute to your website's credibility and authority. When your website appears at the top of the SERP for relevant queries, it signals to searchers that your content is users that your content is valuable and trustworthy. Valuable and trustworthy content can can lead to increased brand awareness and customer loyalty over time.
Organic Search Results Statistics
51% of all website traffic comes from organic search and over 40% of revenue is captured by organic traffic. (Search Engine Journal)
40.9%: The percentage of Google searches done on mobile devices that result in an organic click, 2% in a paid click, and 57.1% in no click at all. (Moz)
62.2%: The percentage of Google searches done on desktop devices that result in an organic click, 2.8% in a paid click, and 35% in no click. (Moz)
53%: The percentage of all trackable website traffic that comes from organic search. (BrightEdge)
32%: The average organic click-through rate (CTR) the first Google desktop search result gets. (Advanced Web Ranking)
26.9%: The average organic CTR, the first Google mobile search result gets. (Advanced Web Ranking)
90.63%: The percentage of pages that get no organic search traffic from Google. (Ahrefs)
How Organic Search Results Work
To understand how organic search results work, it's essential to have a basic understanding of how search engines operate. When a searcher enters a query (or keyword) into a search engine like Google, its algorithm scans its index of web pages to find the most relevant results. The algorithm considers various factors, such as the content's relevance to the query, the website's authority and credibility, and the user's location and search history.
Once the algorithm has identified the most relevant pages, it ranks them based on their quality and relevance. The highest-ranking pages appear at the top of the SERP while lower-ranking pages appear further down or on subsequent pages.
Search engines look at various on-page and off-page factors to determine a webpage's quality and relevance.
On-page factors include the content's relevance to the query, the use of relevant keywords, the page's structure and organization, and multimedia elements like images and videos.
Off-page factors include the quality and number of backlinks that point to the page, the website's overall authority and credibility, and the page's social media engagement.
Improving Your Organic Search Rankings
To improve your website's organic search rankings, you need to create high-quality, relevant content that appeals to both users and search engines.
This involves conducting thorough keyword research to identify the queries your target audience is searching for and creating content that directly addresses those queries.
In addition to keyword research, you should also optimize your website's technical elements, such as page speed, mobile-friendliness, and security.
Websites that provide a positive user experience are prioritized by search engines, so ensuring your website is fast, easy to navigate, and secure can go a long way in improving your organic search rankings.
Building high-quality backlinks is another critical factor in improving your organic search rankings. Backlinks are links from other websites that point to your website. They signal to search engines that your content is valuable and worth linking to. To build backlinks, you can focus on creating valuable, shareable content that other websites will want to link to and reaching out to other websites in your industry to request links.
Measuring Your Organic Search Results
To track the success of your organic search efforts, you need to measure your website's performance in the search results. Various tools, including Google Analytics and Google Search Console, can help you do this.
Google Analytics can help you track your website's overall traffic, including how much of it comes from organic search. You can also see which pages generate the most organic traffic and which queries drive that traffic.
Google Search Console, on the other hand, provides more detailed information about your website's performance in the search results. You can see which queries your website appears for, how often it's being clicked on, and its average position in the search results.
By regularly monitoring your website's organic search performance, you can identify areas for improvement and adjust your strategy accordingly. This can help you continuously improve your organic search rankings and drive more qualified traffic to your website over time.
Best Practices for Organic Search Optimization
In addition to the strategies mentioned above, there are several best practices you can follow to optimize your website for organic search results:
Focus on creating high-quality, relevant content that provides value to your target audience.
Use relevant keywords throughout your content but avoid keyword stuffing or overoptimization.
Optimize your website's technical elements, such as its page speed, mobile-friendliness, and security.
Build high-quality backlinks from reputable websites in your industry.
Regularly update your content to keep it fresh and relevant.
Use social media to promote your content and engage with your audience.
Monitor your website's analytics regularly to track your progress and identify areas for improvement.
By following these best practices and continuously refining your organic search strategy, you can improve your website's visibility in the search results and drive more qualified traffic to your website over time.
The Bottom Line
Organic search results are important to any successful PR and digital marketing strategy. By creating high-quality, relevant content, you can improve your organic search rankings and drive sustainable, long-term traffic to your website.
At TrizCom PR, we specialize in helping businesses improve their online visibility and drive more qualified traffic to their websites through organic search optimization. Our team of digital PR experts can help you conduct thorough keyword research, create high-quality content, optimize your website's technical elements, and build high-quality backlinks to improve your organic search rankings over time.
If you're ready to improve your organic search strategy, contact us today to learn more about how we can help you achieve your digital marketing goals.
Contact TrizCom PR today at 972-247-1369 or jo@trizcom.com and set the stage for enduring online success.
