Search engine optimization is the core of many a digital marketing strategy. It seems like every month there’s a new SEO tactic or strategy being “discovered.” When implementing a marketing strategy for your online business, it’s important not to get bogged down by trendy jargon and lose sight of what’s important.
If you want your marketing strategy to be truly effective, you need to generate natural, non-paid search results. For natural search results, you need organic keywords. Organic, in this sense, refers to keywords that are not paid for use in PPC ads. These are the keywords that people will normally resort to when searching for your product category on Google.
Small and startup businesses, in particular, depend on paid searches to drive and target traffic. While it may be the most cost-effective method at the beginning, your marketing plan should ultimately focus on natural results. Your PPC ads, too, should increase your organic search traffic. Organic search terms are very important in achieving these goals. Now, let’s look at several reasons why organic keywords are vital for any digital marketing strategy:
Organic Keywords Improve Your Page Ranking
Paid search, for what it’s worth, does not actually increase your search ranking on Google. The Google algorithm does not take into account how much you have paid for a PPC campaign. The real Google search results are naturally generated. Therefore, paid search only shows you on search results as an advertisement. While some users may click on these, not everyone will. Page rank is very important for online businesses. Market research shows that 85 percent of Googlers never go beyond the first page of search results, and close to 90 percent never view page 3. Therefore, you must do everything you can to get on the first page of search results. You can only achieve this using organic keywords.
Organic Keywords are Important for Increasing Conversion Rates
Organic keywords are also very important in attracting the right sort of customers. PPC keywords are largely used to get an ad on Google. The audience that a PPC keyword directs your way may not be the audience you want. Organic keywords, on the other hand, are highly targeted. You can be assured that the majority of people who click on organic keywords are the ones that are actually looking for the products or services you are offering. Therefore, if you want to boost your conversion rate, you will absolutely need organic keywords.
Reach Target Audience Directly
PPC keywords are generated for a certain audience that may not necessarily be your target audience, as explained above. Therefore, if you want to reach your target audience without wasting money on unnecessary traffic and lead generation, use organic keywords. Ideally, your marketing campaign should work on getting a customer directly from the search engine to your website. So, obviously, you need to target those keywords that a customer will naturally type to find the kind of products and services your company offers.
They Indicate That Your Marketing Plan is Actually Working
If you use organic keyword and your traffic stats and conversion rates are high, that means your marketing plan is hitting the target. Usually, companies that depend on PPC ads are the ones that have trouble reaching their target audiences. Companies that use organic search terms know what they want, and are getting what they want.
Implementing an organic search term plan can be expensive for smaller companies. It may also require a certain level of Google expertise. However, it is also essential. Therefore, find the right balance between PPC and organic search terms to design a highly effective marketing strategy.