Power Your Content Marketing with Organic Search Optimization
A robust content marketing strategy can take your business to new heights. Content marketing helps you stand out from the competition and highlight your expertise in a field. When done right, your strategy doesn’t just help you retain customers, it brings you new ones. In your marketing toolkit, there are many tools you can leverage to make your strategy work successfully. The sledgehammer in your toolkit is organic search.
Organic search optimization yields traffic that finds its way to your website through default search engines, like Google, Yahoo or Bing. Organic search isn’t an actual program or digital tool; it’s a channel.1 However, leveraging organic search can be the most beneficial activity you can do for your online marketing strategy.
Most high quality, qualified traffic to a website comes from organic search, rather than direct, social or email marketing. That’s why, strategist Michael Brenner calls this traffic the “super KPI of content marketing.” According to Brenner, organic search makes up nearly ¾ of a website’s general traffic. Not only does it tell you where people are coming from, it also tells you what they’re searching – at no cost to the marketer.2 If you’re looking for a deeper dive, here are two big ways that organic search reigns supreme in content marketing: brand awareness and discovering new leads.
Let Your Brand Shine
Organic search is imperative for brand awareness. It’s also one of the most efficient ways to get your brand and your expertise out to the world in an authoritative manner. When it comes to keywords, there are unbranded and branded terms.3 While “Nike running shoes” is branded, “running shoes” is not. Most people search for unbranded keywords, leaving an open market for smaller businesses to win online on their knowledge. As Brenner says,
“When you build content to target each type of keyword, you can hold your customers’ hands along every stage of their buyer’s journey until they make the decision… you can reach, engage, and convert buyers you would have never seen.”
Building this content and embedding these keywords are simple ways to vastly influence the traffic on your site by strategically leveraging organic search. While you're refining your brand strategy and working on ways to enhance your brand, here are some useful branding statistics to consider, compiled by Capital Counselor.
Quality Leads Rule
When it comes to using a search engine, the user’s intent plays an important role. Are they looking for information about something? Perhaps they’re looking to purchase something right away. A user’s intent can tell marketers a lot about their journey in the buying process. Having this information can help marketers re-target their products to them in a way that best suits their current need.
By strategically matching keywords to the content on your website, you allow a user’s organic search to lead them to you. This doesn’t just generate more clicks; this makes the user a quality lead and a potential customer. It’s no wonder that blogging and SEO are the best ways to increase promising, a.k.a. qualified traffic on your website.4 Promising traffic leads to promising new customers. Now, that’s a whole lot of promises!
Organic Leads the Way
Maybe the most important thing to note is that maneuvering organic search is cost efficient – it costs nothing to use the right keywords and improve your SEO. Have a look at one of our many articles about to master SEO and organic search on our blog. There are several other benefits of strategically using organic search traffic in your favor, ranging from customer loyalty to increased engagement. This is for certain: when it comes to your digital marketing, organic search can be your golden compass to success.
We can help you and your business thrive online. At MintCopy, we have a team of talented SEO writers that can keep your content relevant and interesting. We use the best digital practices to optimize your content and keep your site, blog and other online platforms relevant.