Organic (or “natural”) search engine optimization is the art and science of achieving desired effects on the major search engines (Google, Yahoo!, MSN, Ask.com) via code optimization, content development and optimization, and link building.

Organic search engine optimization in and of itself is free. This is sometimes mistaken by some to mean organic search engine optimization is the only worthwhile approach or that it is easy and/or cheap. In fact, organic search engine optimization does generally cost much less in the long run, but requires a serious commitment in the short run to place the website competitively on the major search engines for the desired keywords/keyphrases. The best way to do this is through a Six Month Organic SEO Campaign which generally requires an expenditure to an Internet marketing firm to enhance organic placement.


Effective organic search engine optimization occurs when the keywords/keyphrases that are identified in the Internet Marketing Program and optimized in the Organic SEO Campaign correlate with the desired web page(s) being promoted. For instance, if a searcher typed in the keyphrase “example phase one” on Google and www.yoursite.com appears in the natural (non-paid) top ten results, effective organic search engine optimization has occurred.

Code optimization can include the following elements:

1. Title tag optimization (tagging keywords/ keyphrases as title text which displays on the top of the web browser window to manipulate the search engine’s perception of importance and relevance for given keywords/ keyphrases)
2. Heading (H1, H2, H3, H4, H5, H6) optimization (tagging keywords/ keyphrases as header text to manipulate the search engine’s perception of importance and relevance for given keywords/keyphrases)
3. ALT tag(s) optimization (inserting keywords/ keyphrases into image descriptions to manipulate the search engine’s perception of importance and relevance for given keywords/ keyphrases)
4. META tag(s) optimization (meta tags include elements such as a title, description, and keywords inserted in order to manipulate the search engine’s perception of importance and relevance for given keywords/ keyphrases)
5. File name optimization (inserting keywords/ keyphrases into web page files names to manipulate the search engine’s perception of importance and relevance for given keywords/ keyphrases)

Content development and optimization can include the following elements:

1. Developing valuable, useful content on given topics with a focused intent
2. Specializing pages to focus on main topics and keyword/ keyphrase promotion (e.g. the more narrow a page’s focus is, the better)
3. Incorporating keywords/ keyphrases in content (text and images) throughout website

Content optimization is generally more effective when content is focused on the promotion of a limited quantity of keywords/keyphrases.  For example, promoting 25 keywords/keyphrases on one page is extremely difficult while promoting 1-2 keywords/keyphrases across 25 specialized, narrow pages is much more effective.

Link building can include the following elements:

1. Submitting URL to major and minor directories (e.g. DMOZ, Yahoo! Directory, About.com, industry directories, etc...)
2. Establishing one-way links (where a website links to www.yoursite.com and www.yoursite.com does not reciprocate with a link back)
3. Establishing two-way linking relationships
4. Promoting content on other websites in exchange for a link back
5. Ensuring links are included whenever your website is quoted and when your business/organization is a member of an organization (e.g. BBB, Chamber of Commerce, Yellow Pages, etc...), etc...

Link building is a way for the major search engines to determine the “importance” of websites. Search engines look at the relativity of links (e.g. is a website linking to www.yoursite.com related to www.yoursite.com in terms of content?), importance of links (e.g. a link from www.cnn.com would have much more of an effect on the PageRank of www.yoursite.com than a link from www.lesserknownsite.com would), and quantity of links.

Strengths of Organic Search Engine Optimization:

1. More searchers click the natural search engine results versus the pay-per-click ads, so you’ll get much more traffic for less
2. Improved profit margins (by spending less in the long term on online advertising)
3. Best (most profitable, best ROI) long term Internet marketing strategy

Weaknesses of Organic Search Engine Optimization:

• Time (and therefore money) is the primary weakness of organic search engine optimization (time required to build effective linking relationships, “tweak” web pages and keywords, write effective content, monitor results, update search engines, etc...)

Service Sampling:

• Onsite Optimization
  1. keyword research and selection
  2. titles tags optimization
  3. meta tags optimization
  4. ALT tags optimization
  5. hyperlink optimization
  6. sitemap seneration
  7. content generation
  8. XML sitemap creation and submission to Google
  9. proper linking structure
  10. W3C validation of homepage
  11. appropriate keyword density
  12. converting dynamic pages to search engine friendly
      
• Offsite Optimization
  1. link popularity analysis
  2. link generation by one way and reciprocal linking
  3. directory submissions
  4. search engine submissions
  5. analysis and reporting
  6. maintenance