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Don’t worry: organic search engine optimisation has nothing to do with farmers markets, no pesticide cultivation techniques or Duchy Originals. The term organic is used as a qualifier to separate this kind of SEO from paid-search techniques (managing the sponsored ads which show up on the right hand side of a search engine results page).
or•gan•ic [awr-gan-ik] adjective
13. developing in a manner analogous to the natural growth and evolution characteristic of living organisms; arising as a natural outgrowth.
The major search engines use complicated mathematical algorithms to decide how to rank natural search results for keywords. It’s due to the constantly changing nature of these algorithms over time, and the way they’re tailored to react to the people’s use of search engines, that the practice of optimising sites for these algorithms is called organic search engine optimisation.
How does Organic SEO work?
The search engines use automatic software to constantly read and index pages on the world wide web, assigning critical data on each as to its relevance for particular keywords and storing this data in massive hard drives. The algorithms use that data to determine the order in which sites are displayed on search engine results pages for each particular keyword.
The search engine robots that read and index pages not only record information about what information related to keywords is on your site but about all the links which lead to your site and, increasingly, social media activity which concerns your site. Therefore to attain better rankings, Organic SEO specialists not only need to tailor the content on your website but also influence factors off-site as well.
What complicates this whole process (yet at the same time defines it) is that nobody knows for sure how the search engine algorithms work. Organic SEO experts must therefore use a mixture of statistical inference, rumour and speculation and trial and error to work out the influencing factors and tailor their clients’ sites accordingly.
How to Choose an Organic SEO Company
For a company making a first foray into the world of organic search optimisation, or for a company replacing their existing suppliers, choosing an organic SEO consultancy can be an overwhelming task. The industry is highly competitive and no-one’s afraid to shout about their talents. You’ll find that many companies offer the earth in terms of what can be achieved. The truth is that there are no guarantees of 1st position on e.g. Google– the only people who can decide are Google, and they’re not telling you what their rules for deciding are. Rather than one that makes audacious claims find a company who wants to engage with who you are and what you do as a business. Leveraging your expertise to build online authority is all important so you need an SEO services company that ‘gets’ you.
Also ensure that the company you employ provide verifiable ways to track their success and that the contract incorporates performance based elements. Be realistic though – building links and authority takes time. It will usually be at least a couple of months before the success of a campaign becomes apparent.
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