The online world is getting crowded and it’s getting harder to be found online. Business needs to pull out all stops to ensure that it is found when its stakeholders are looking for them.
Sounds simple but the nuts and bolts behind the process are quite complex.
An important part of that is organic search engine optimisation (SEO) which is the process that used to gain a “natural” placement on organic (as opposed to paid) search engine results pages (SERPs).
A recent study showed organic traffic was the largest source of traffic over paid search and social media across the sectors studied.
In fact it showed that organic search drives 51 per cent of traffic to websites. That’s a considerable amount.
There is a range of techniques that your business can leverage to improve your organic SEO such as quality content, keywords and a host of linking strategies like link building and backlinking.
Here are some tips for improving your organic SERP.
Optimise what you’ve got – sure develop new content and make it as good as you can but don’t ignore the content that is already sitting on your site. Is it as good as it can be? Does it add value or is written purely with lead generation as the main goal?
Address internal keyword cannibalisation
Cannibalisation happens when your pages compete against each other for search attention. This happens when themes are duplicated making it impossible for Google to select between them. Although a perennial issue keyword cannibalisation has become more obvious as more organisations become SEO savvy along with changes to Google’s algorithm.
The end result is that you can get the wrong page come up for a search term.
There are a number of ways to avoid this that a professional website designer can assist you with. However, here are a few things to consider:
Develop strong landing or category pages with sound links and great content
Regular vigilance – ensure that your dedicated SEO resource is keeping an eye out on the risk of internal keyword cannibalism and does regular diagnostics to minimise the fallout.
There’s no substitute for expertise when it comes to any type of SEO and organic SEO is no exception.