Why invest in organic search?

January 4, 2021

Search continues to be a critical driver of website traffic, and, in turn, leads and new customers. And organic search in particular is a relatively low-cost investment in capturing that traffic, with lots of side benefits. Organic search is a:

  • Critical marketing channel
  • Important way of building trust
  • Durable generator of traffic, leads, and revenue
  • Useful lever for organizing your content strategy and site experience

Organic search is where your customers are

Organic search drives huge amounts of traffic – a typical number that’s thrown around is over 50%, but you can see what’s true for your situation by checking your analytics. Even without optimizing for organic search, most companies see a majority of their traffic – and a large percentage of leads and customers – coming from organic.

So you kind of have to be there, just as you’d be with any other major marketing channel.

But organic search has some advantages that make it a really great place to be, too. There’s a big difference in the value of a random person driving by your billboard on a highway, as compared to someone who sees useful content from you in response to a search for a solution to a problem you can solve. Your audience is trying to unblock themselves. They have problems, and they run a search on Google, using keyword phrases, to find solutions to those problems.

Organic search is heavily targeted toward people who want to become customers, and in our experience, it’s extremely effective at doing that.

Organic search results are a way to build trust

Customers tend to trust organic search results more than they do paid ads. And in our experience, leads who came through organic search end up being much more likely to buy than people who come in through paid channels. There’s something about organic results that seem to do a better job of targeting people who are interested in buying.

Organic search also tends to be a quick way for customers to assess the credibility of multiple companies in a space. If you’ve ever Googled something, you probably focused your clicks on the top few results. That high ranking is an important signal of a company’s standing in the market.

The flipside of this is – if you aren’t ranking for relevant terms in organic search, your competitors might be. And that means your competitors are building trust that they have the resources and product to solve your customers’ problems. Try to avoid scenarios where active users of your product are finding solutions to their follow on problems, on your competitors’ sites.

Rankings in organic search are durable

The minute you stop paying for Google Ads – or any other paid channel – you don’t show up in those listings anymore, which means you aren’t really building an asset, but instead paying for leads.

That can be fine as a short-term strategy, but a lot of B2B companies develop dependency on paid channels, which, when they get turned off, mean that lead volume declines dramatically. Plus, ads are becoming more competitive and take up more space on the front page. This means that clicks from paid ads are going to become more expensive.

But with organic search, you can continue to generate leads and revenue without paying for placement. It’s true that you have to make some content investments to maintain your rank, but you’re probably making these investments, anyway.

Content strategy and site experience can be organized using SEO.

To be successful in organic search, you need a strategy. “Keyword strategy” is often made to sound complicated, but fundamentally it’s pretty simple – find topics (not just keywords, topics) that are relevant to your business, with a worthwhile balance of competition and volume.

A keyword strategy can be a great way to organize some of your content marketing. The exercise of going through brainstorming, organizing, and then prioritizing topic areas is a super helpful exercise for content teams.

And it’s a great reason to prioritize site experience, too.There are just 3 things that we look at in our 5-minute SEO audit. Does the site load fast? Does it look good? Can we tell what it’s about?

Google (and other search engines) are pretty good at prioritizing high-quality content in search results. This means that organic search can be a good organizing principle for your content strategy. The data that’s available is a reasonable proxy for what’s in demand.

By the same token, SEO is responsive to a high-quality site experience. That means that SEO is an important lever for thinking and talking about site performance.

Conclusion

Organic search is an extremely useful channel for marketers, and one that’s not super expensive to get right. Beyond organic search, there are some other considerations, too – owning your audience, getting conversions, and distributing links to your content on other channels.