How to get organic search results for your website
Last night, a small business owner called me to ask how I could help him get better organic search results for his website.
There is no magic formula or silver bullet. It boils down to a lot of hard work. You achieve results after investing sustained effort, over time. The secret to earning well-placed organic search results (listings on search engine result pages — like Google or Bing — that appear because of their relevance to search terms, rather than pay-per-click advertising) is to create content that people find enjoyable and/or useful, that they will then share with friends and colleagues.
There are a dozen or more ways you can do this, but these are my three main recommendations:
1. Create a well-organized website that imparts useful and relevant information in an accessible way and that is optimized for search (text elements, little or no flash, meta tags, keywords, alt-tags, headers, etc).
2. Integrate a blog that you update weekly with brief, informative, and relevant posts that resonate with your audience. Naturally, the blog should be integrated into your email communications, Twitter profile, and Facebook Page, and should have prominent email subscription and sharing options.
3. Produce and upload video on a regular basis. And not just any video: YouTube video. A fully optimized and branded YouTube Channel with brief and informative videos, ideally released no fewer than once a month, and integrated with all social media channels. It is pointless to produce these videos, however, if you do not intelligently title, describe, and tag the videos for search.
If every business, agency, and nonprofit did these three things, and did them well, in a year, they would all see demonstrable results, provided their other business and management practices were sound.
I also recommend that any business or nonprofit that has a B2C marketing focus consult with a certified Google AdWords partner about their pay-per-click advertising options.