What is Organic Search

What Is Organic Search And How Can It Benefit Online Marketers In 2022?

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt CEO & Founder

March 20, 2022 | 5 Min Read

Article updated on March 27, 2022

What Is an Organic Search?

In 2022, most digital marketers are well acquainted with search engines like Google, Bing, and Yahoo.

Search engines have become integral to how users navigate the web. In fact, most browsers like Chrome will automatically open to a search engine like Google unless the user specifically changes this function in their preferences.

In fact, today, users don’t even need to go to the search engine itself to use it. Merely typing in a search query into Chrome’s navigation bar, for example, will take them to Google’s search engine results page (SERP).

Therefore, an organic search in 2022, is any search query made by a human user that is typed into their navigation bar or into a search engine.

From a digital marketing perspective, having your website be ‘discovered’ during an organic search is an integral part of inbound marketing.

Inbound marketing is any form of marketing tactic that helps a customer seek out the company (ex organic search) versus the company seeking out the customer (ex cold calling).

However, in 2022, creating a website that organically shows up in SERPs is far more complex than it was even just a few years ago. This is because…

A) Search engine algorithms have evolved dramatically and consider hundreds of on-site, off-site, and technical variables when deciding what website to rank for what search query, and…

B) SEO has become an integral part of most digital marketing strategies, increasing competition in almost every industry and vertical.

With these two factors in mind, it’s imperative that businesses and website owners implement an SEO strategy if they want to rank in the highest positions in SERPs for the right keywords.

What Is Paid Search Traffic?

On the opposite side of the coin is paid search.

When a user performs a search query in Google, a list of websites and web pages related to the query are generated in the SERP. The majority of the results are ‘organic’, however, an ever-increasing portion are paid for by digital advertisers.

Paid search traffic is any traffic to your website that was generated from an ad on Google’s SERP.

There are now hundreds of ways paid search results may appear in a SERP. However, you can always distinguish them from organic search results because they’ll contain a small bolded piece of copy that says “Ad”.

Paid search is a common digital marketing tactic with its own pros and cons.

Pros include:

  • Pay to Play – If you pay enough money, you will rank well.

  • Highly Relevant to Searches – You choose the search queries you want your ads to rank for.

  • Best Placement – Paid results are often higher in SERPs than organic results.

  • Control – You can choose your budget, bid strategy, when your ads will show, who you will show your ads to, etc.

Cons include:

  • Rented Space – As soon as you stop paying, you’ll stop showing up in SERPs.

  • You Pay for Every Click – Unlike organic search, you must pay for visitors to your site.

  • The More Competitive, the Higher the Cost – You will have to pay more money if you’re advertising in highly competitive industries.

  • Lack of Trust – Paid traffic is known to be less ‘trusting’ of a website than organic traffic. This results in lower click-through rates and conversion rates.

What Is the Goal of Search Engine Optimization?

Search Engine Optimization (SEO) is a strategy that marketers leverage to increase the visibility of a website in SERPs. Most SEO strategies have three primary goals:

#1: Increase visibility

Increasing visibility is the first step in the organic growth cycle. In layman’s term, visibility is the amount of times a website appears in a search engine result. If the website shows up for a search query, that’s called an ‘impression’. The more impressions, the higher the website’s visibility.

#2: Increase Clicks

The next goal of any good SEO strategy is to increase the amount of traffic being driven to a website via organic search. This is measured by ‘clicks’. A click is the amount of times a user saw your website in a search engine and clicked-through.

#3: Increase Conversions

Finally, a good SEO strategy aims to increase the amount of conversions (for example, a sale) that occurs on the website from organic traffic.

In 2022, it’s not enough to just rank in Google and drive visibility. The strategy must also drive real traffic to the website that mirrors the business’s target market and is more likely to convert in the desired way(s).

How Does SEO Work?

SEO utilizes a variety of strategies and tactics to improve a website’s likelihood of ranking higher in SERPs for relevant keywords and search queries.

Most SEO strategies can be broken down into three components: on-site, off-site, and technical SEO.

On-Site SEO

On-site SEO focuses on algorithm variables hosted on the customer’s website. Examples of on-site variables include headings, copy, and meta data.

Off-Site SEO

Off-site SEO focuses on algorithm variables hosted externally of the customer’s websites. Examples of off-site variables include backlinks, brand mentions, and customer reviews.

Technical SEO

Technical SEO focuses on algorithm variables related to a website’s crawlability and indexability. Also, it’s common to include user behavior variables like page speed and UX in technical SEO.

A good SEO strategy will focus on all three components at the same time, ensuring best practices are being followed.

While the goals of each component vary, only when all three components are firing at once will a website make significant progress to rank well in search engines.

How SEO Benefits Businesses in 2022

As mentioned, organic search is an inbound marketing strategy. This means a customer engagement is triggered by the customer first, not the other way around.

The user is searching for products, services, or information. Perhaps the biggest advantage of an inbound, organic strategy is that the customer is already interested in the product or service being sold. Therefore, they’re more likely to convert (aka buy).

In 2022, inbound organic SEO leads have a 14.6% close rate, while outbound leads only convert at a rate of 1.7%.

Some businesses simply can’t afford to bid on PPC advertising to get to the top of the SERP. With organic search, the business has a chance to compete for rank simply by publishing the best content and maintaining a strongly optimized website with a relevant, up-to-date keyword strategy.

While there are costs involved with implementing and maintaining an SEO strategy, businesses can increase website traffic and leads without having to purchase advertising media.

Unlike PPC traffic, organic traffic is absolutely free. Simply put, organic search traffic provides an exceptional return on investment (ROI).

Capitalize on SEO to Experience Better ROI

SEO strategies can be applied to every level of the customer journey.

SEO-optimized blog posts can capture customers just beginning their journey. These types of pages can also increase brand awareness.

Meanwhile, SEO-optimized product and service pages can help capture customers at the bottom of their journey and who are ready to convert.

In 2022, having a multi-faceted SEO strategy that targets every stage of the customer journey is critical for success.

SEO is an advanced digital marketing strategy requiring cross-department buying, specialized knowledge, and a lot of elbow grease.

If you’re looking to improve your 2022 SEO strategy, get in touch today. We’ll conduct a free SEO audit of your website and help you create a customized strategy to generate the best results for your unique business.

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt

CEO & Founder

Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.