by David Harry, 5/28/2006
Well, what I have long suspected seems to be true. Organic methods of search engine marketing simply must be taken seriously.
What is organic SEO (I prefer SEM)? Well, while I have read many different versions, it is basically SEM, (search engine marketing) that utilizes SEO and submission tactics that are 'by the rules' or 'white hat' for natural listings (non paid listings). According to the Organic SEO Wiki, (http://www.organicseo.org/);
"Organic SEO refers to the manual type of page optimization vs. automatic submittal and page alteration." And "can be implemented by one motivated person, or you can always hire someone to do it."
In short your inclusion to the major search engines is via non-paid inclusion routes. Now this isn't to say that one hasn't paid a firm to do so for them. It merely means one didn't pay the SE themselves for placement. Your SERP (search engine results position) is garnered by adhering to the algorithms that dictate results.
Personally I would even start to question some SEO tactics (can you say Paid linking and reciprocal linking) as being 'Organic'. Search engines are now starting to pick up on and even penalize such tactics. Theory being that if 300 links show up to a website in one day, then it was artificially created. Not an 'organic' process of individuals enjoying the site and putting links to it. Some of these so called 'legitimate' SEO tactics should be falling to the way side as SE's strive to give better organic results themselves.
Let's look at the numbers
Large numbers of larger companies use SERPs to build brand more than they do for actual sales, showing the power of the internet for supporting offline sales. Looking at data from the December 2005 SEMPO study, it is reported that the number one reason, at 62%, was to increase brand awareness. Number two (at 60%) was to sell brand awareness. This data reveals that search engine advertising is used as both a direct response and branding tool.
Why are organic SEO techniques so important?
It's simple. I marketing terms it is the best way to reach one's audience. All the paid inclusion and PPC advertising is not as potent as one would hope. Users have tuned out many of these platforms making them poor on the ROI. In fact, getting good SERPs through proper organic SEO and SEM is currently the greatest return for your Web Marketing dollar. Problem is, business just aren't using it properly.
Case, and point; According to the December 2005 SEMPO/Intellisurvey report, 83% of online dollars are spent on paid placement and only 11.2% is spent on organic search, (meaning in-house or outsourced SEM and SEO work and the like). Problem is that the surfers of the world look at things differently. The findings from the iProspect study show 61% of internet searches think natural listings are more relevant.
So you're not in the consumer marketplace? You're a B2B company? Still no luck. A 2004 Enquiro study found that B2B users had a 63% preference for organic. Interestingly, according to a 2005 MarketingSherpa report, "organic SEO gets a higher conversion rate than does sponsored search."
Putting it all together
What's it all mean? You should be spending more time, effort, and money towards improving your natural search results. It is an undervalued area for most online endeavors and can certainly pay dividends and improve the ROI on your marketing dollar.
Start working on your organic SEO today, before one of your competitors reads this article!
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About the author
David Harry is a internet business developer and marketing specialist.
For when you want to see the forest AND the trees.