That’s not to say that there isn’t the same kind of competitive intelligence where SEO is concerned. In fact, I’m a big fan of analyzing your competitor’s SEO landscape. You can check what keywords they’re targeting and their sources of referral traffic to strengthen your strategy. But the bottom line is this: Your competitors can’t steal your content. The experience that you provide to users is unique to you.The more organic traffic you have, the more currency you have in the online space.

Organic products have shifted from being a lifestyle choice for a small share of consumers to being consumed at least occasionally by a majority of Americans. National surveys conducted by the Hartman Group and Food Marketing Institute during the early 2000s found that two-thirds of surveyed shoppers bought organically grown foods. For a literature review of organic consumer studies, see the ERS report:

That's why it's necessary to always stay abreast of developments in the SEO world, so that you can see these algorithm updates coming or you can determine what to do once they’ve been released. The WordStream blog is a great resource for SEO updates, but we also recommend Search Engine Land and Search Engine Roundtable for news on updates. Glenn Gabe of G-Squared Interactive is also a great resource for analyzing the causes and impact of algorithm updates.
Let’s first take a quick look at what organic marketing is and what it is not. Organic marketing is an array of marketing disciplines that create a cohesive and comprehensive approach to inbound marketing. It is using the online search and traffic habits of potential clients to reach them by creating high-quality and high-visibility content for them to consume.

While organic search may drive many times more traffic to your site than paid search, you can use this report to see the quality of traffic driven by each method. For example, if you look atSite Usage statistics, you may see that organic search delivers 20 to 30 times the number of visitors, but those visitors view only half as many pages and have twice the bounce rate. And when you look at Ecommerce statistics, you may see that visitors from paid search have a much higher rate of transactions, along with a higher average value per transaction, and a higher dollar value per visit. If you find that your visitors who arrive via paid search represent a significantly higher value customer, that may be an argument to invest more in paid search.

James, you give a great template for how a business needs to move forward in their chosen niche online.  Quite informative and the meeting of minds has been something a number of us have done online and in person to gain better insight into our small similar businesses.  Thank you for sharing your detailed approach to increasing organic traffic...content still is king.

But if someone performs a search for Moz, well, guess what? I mean we can nail that sucker. We can definitely rank for that. Google is not going to take away our ability to rank for our own brand name. In fact, Google knows that, in the navigational search sense, they need to provide the website that the person is looking for front and center. So if we can create more demand for Moz than there is for SEO tools, which I think there's something like 5 or 10 times more demand already for Moz than there is tools, according to Google Trends, that's a great way to go. You can do the same thing through your content, through your social media, and through your email marketing. Even through search you can search and create demand for your brand rather than unbranded terms.
Those who provide the valuable information, which reduces risk and increases reward to those receiving it, are rewarded if what they say is true and creates a good experience. This is law of reciprocity (as mentioned in the book Influence) basically says give to receive, which is a universal truth. This sense of indebtedness, of owing someone, is tracked in our brains and feelings, in most part hidden from society. It can be explicitly tracked and accounted for using technology, like affiliate links. Affiliate links are provided to referrers to refer others to a product or service. When potential buyer completes an action leading to or completing a transaction, the referrer receives an affiliate commission. As simple as that sounds, there are a lot of risks that can happen along the way, such as refunds, frozen funds, and click fraud. xDSpot handles these risks better than any other affiliate tracking system out there, making it the preferred brand for those in the know.
Google doesn't always include a whole paragraph of text in the Featured Snippet. If you add "Step 1," "Step 2," "Step 3," etc. to the start of each HTML heading within your content (for example, within your H2 tags), Google will sometimes just list out your headings within the Featured Snippet. I've started to see this happen more and more in keywords beginning with "how to".
If you want to be even remotely competitive in your space, SEO is non-negotiable. Chances are, your competitors are pouring time and money into their organic traffic. They’re targeting high-value keywords. And they’re doing everything they can to dominate the search engine results. On a  fundamental level, it means you can’t ignore SEO. But the competitive advantage of organic traffic is not just about playing catch up with your competitors.You can one-up them and secure your spot as the preeminent brand in your space. Here’s why.

Plan your link structure. Start with the main navigation and decide how to best connect pages both physically (URL structure) and virtually (internal links) to clearly establish your content themes. Try to include at least 3-5 quality subpages under each core silo landing page. Link internally between the subpages. Link each subpage back up to the main silo landing page.


If you want to be even remotely competitive in your space, SEO is non-negotiable. Chances are, your competitors are pouring time and money into their organic traffic. They’re targeting high-value keywords. And they’re doing everything they can to dominate the search engine results. On a  fundamental level, it means you can’t ignore SEO. But the competitive advantage of organic traffic is not just about playing catch up with your competitors.You can one-up them and secure your spot as the preeminent brand in your space. Here’s why.
In 2014, BrightEdge published research that showed that 51% of channel traffic came from organic search and that it was far and away the largest channel. In the intervening years there were significant search algorithm changes that dramatically altered the layout and ranking of the search engine results pages and saw an increase in the space taken by Local, Videos, Images, Ads, and Quick Answers.
Organic and paid social media—you shouldn’t have one without the other. A solid organic strategy improves your online presence and reputation, and a paid strategy increases your brand’s reach and awareness to targeted audiences. Managing both aspects of social media takes time and planning, but the results of a well-executed campaign are worth the effort. No time to handle it on your own? We’ve got you covered.
Page and Brin founded Google in 1998.[22] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[23] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[24]
Organic traffic is the primary channel that inbound marketing strives to increase. This traffic is defined as visitors coming from a search engine, such as Google or Bing. This does not include paid search ads, but that doesn’t mean that organic traffic isn’t impacted by paid search or display advertising, either positively or negatively. In general, people trust search engines, and sayings such as “just Google it” reinforce that humans are tied to the search engine. Thus, paid search, display, or even offline campaigns can drive searches, which may increase organic traffic while those campaigns are running.

Videos, in general, generate tons of traffic, views, and engagement. Live video is becoming the future of online video marketing, and in this session Alessandra will be sharing her years of experience doing live streaming videos. You will learn how to get started with live videos, how to increase your live video reach, how to get those views to click to your website, and more.


Organic marketing, of course, is different from outbound or paid marketing. Outbound marketing seeks to place advertising and promotional content in front of people who are not looking for it. In our era of big data, the ability to target advertising has blurred the line between in and outbound marketing slightly. Paid marketing is good at generating traffic when it is needed. However, organic marketing will continue to provide leads over time without the need to continue to spend on advertising.
So, closely monitor and analyze all yours, and your competitor’s social marketing activities. Find the kind of posts your followers and target audience find interesting by analyzing social channels, campaigns and posts.  Figure out what works best for your brand in a given scenario. Based on the inputs you gain from analyzing your social channels, craft the social media marketing strategies for your company.
Organic content marketing, on the other hand, finds ways to make customers look for you naturally. In effect, it means using any type of marketing method that doesn’t require a direct payment. But, there are still costs involved. These include paying for content creation and the time spent monitoring the campaign and responding to customers. This type of inbound marketing involves providing valuable content that customers need. Then, supporting it with a constant, online presence (often through social media).
Organic search is the backbone of a strong digital marketing strategy. It not only drives people to your website, but the insights offered through search trends can help you properly plan and execute your broader marketing course. Brands that want to employ strong marketing tactics should not neglect the power of organic search and the Data Cube in guiding their success.
Think about this. Where do you first turn to when you have a problem or when you’re curious about a topic? Google, right? It’s a no-brainer. Search engines are the ideal matchmakers between you and potential customers. In fact, 93% of all online interactions begin with a search engine. To leave this prospects in the dust is to leave revenue on the table. But here’s where search engines and organic traffic give you a real marketing edge.
Consumer demand for organically produced goods continues to show double-digit growth, providing market incentives for U.S. farmers across a broad range of products. Organic products are now available in nearly 20,000 natural food stores and nearly 3 out of 4 conventional grocery stores. Organic sales account for over 4 percent of total U.S. food sales, according to recent industry statistics.

Facebook Ads and other social media ad platforms, for example, are pay-per-click platforms that do not fall under the SEM category. Instead of showing your ads to people who are searching for similar content like search ads do, social media sites introduce your product to people who happen to be just browsing through their feeds. These are two very, very different types of online advertising.
There are also a few more similarities. All of these marketing methods are measurable to an extent never seen in any other media. Every click can be measured – where and when it came – and followed through to the conversion, the sale and the lifetime customer value.  This feedback loop creates optimization opportunities that can create huge incremental improvements in your SEM campaigns.
In 2014, Cisco stated that video made 64% of all internet traffic. In 2015, Searchmetrics was releasing a white paper quoting that 55% of all keyword searches in the U.S. return at least one video blended into Google’s web search results and that 8 out 10 of those videos belonged to YouTube. And in 2016, Cisco was also sharing that online videos will account for more than 80% of all consumer internet traffic by 2020.

Organic products have shifted from being a lifestyle choice for a small share of consumers to being consumed at least occasionally by a majority of Americans. National surveys conducted by the Hartman Group and Food Marketing Institute during the early 2000s found that two-thirds of surveyed shoppers bought organically grown foods. For a literature review of organic consumer studies, see the ERS report:
As a SEO analyst the fact that recent changes Google has made has made it hard for websites to rank scares me a bit but on a second thought I see a lot of opportunity here for growth. Because as SEO gets more challenging true meaningful strategies are now needed to optimize a site rather than just link building and basic on page. SEOrs really need to understand the nature of a client’s business, work on their buyer’s persona & understand their clients Goals. I am a big fan of Point #2 & #3 you highlighted under potential solutions. Local businesses (LB) really need to setup up and take full advantage of Google My Business (unfortunately I don’t see many LBs doing that). With point #1 i.e. demand generation, I am bit confused about how that strategy will unfold for small businesses. This would mean a lot more investment from their end on building their brand equity and brand awareness, but some businesses don’t really have that kind of funding. I mean yes, they can implement aggressive social media strategies and take advantage of GMB but that will still be very challenging I feel. Maybe a bit more information on how we can generate demand for small businesses be helpful!
While there isn’t much you can do about how long your website has been around, it’s important to note this factor if you ever want a new website for your business. It’s more beneficial to keep an old domain and redesign the layout than it is to start from scratch. A page’s authority isn’t always the same as the whole domain’s authority, but they’re determined in the same way. New web pages on an old domain will still have the domain authority to back it up, but their page authority will start out at 1.
Black hat SEO refers to the practice of trying to trick the search engines into giving you higher rankings by using unethical tactics, such as buying links. The risk is just too great. Even if you enjoy a temporary boost in rankings due to black hat tactics, it’s likely to be short lived. Google is getting better and better at spotting dirty tricks and sooner or later the progress you made will be wiped out by an algorithm update, or worse, your site will get removed from the index altogether.
That’s a massive problem. And it’s one that organic search traffic solves. If you want to correlate your marketing efforts with a solid ROI, pay particular attention to where your customers are coming from. If you know where they’re coming from, you can calculate what you invest in each marketing channel, and what return it yields for your business. Some people believe that PPC is better for calculating ROI because it’s more measurable. That’s misguided. You CAN determine what an organic visit is worth to your business in terms of a hard dollar value.
Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17]
SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.

Consumer demand for organically produced goods continues to show double-digit growth, providing market incentives for U.S. farmers across a broad range of products. Organic products are now available in nearly 20,000 natural food stores and nearly 3 out of 4 conventional grocery stores. Organic sales account for over 4 percent of total U.S. food sales, according to recent industry statistics.
Anyone with a website can greatly benefit from understanding organic search engine optimization. Also called organic SEO, organic search engine optimization is a process of optimizing your website copy and HTML in order to help your website rank higher on search engines like Google and Bing. This way potential customers can find you quickly and easily.
Melissa: I completely agree. And the other thing about them adding and the way they’re added in the LinkedIn video option is that there’s an auto play. So as folks are scrolling through their feed, they’re more likely to stop with this video that just kind of starts playing, as well. I think that’s a big opportunity to really get some more eyes on your content.
Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches.[10][dubious – discuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[11] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[12]
Social Media Marketing (SMM): Focuses on branding, reputation enhancement and enhanced customer service via social networks like Facebook, Twitter, YouTube and LinkedIn. Smaller SMM channels include Digg, Delicious, Wikipedia, StumbleUpon and MySpace. Social networks are visited by a collective total of over one-billion people. Thus, even the simplest marketing efforts, like paid advertising, reach potentially large audiences.
While inbound links are important, backlinks are just as important, but a little more difficult to acquire. We already went over how backlinks are important for building your domain authority, but the process to acquiring them can cost you hundreds. If you don’t have a budget for backlinks, try building relationships with other relevant quality websites that will link to your webpage.
Organic search is a method businesses use when they want to rank high on a search engine’s results page without having to invest in an ad campaign. Usually, this method involves using optimization practices on web pages and blogs and linking strategies, and conducting industry keyword searches that search engines view as valuable. Search algorithms are not entirely known, but marketing experts carefully study results to gather insight into how Google and other search engines rank pages. Some of the organic search engine optimization practices also include using relevant keywords on a page title, regularly posting optimized-blog articles to your site, and engaging with customers on social media platforms. This process takes time. The more you post and optimize your pages, the higher your results, as search engines see your content as relevant and trustworthy.
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