What Is Organic Marketing In SEO and Social Media?
What Is Organic Marketing In SEO and Social Media?
The concept of organic marketing is quite simple. It refers to any technique that gets consumers to come to a website or social media profile naturally — as opposed to “artificially” attracting them with advertising or paid links.
Organic marketing is very effective at achieving long-lasting improvements in the performance of both websites and social media assets. Although paid marketing campaigns can boost viewership in the short-term, organic marketing is about playing the long game — organically growing the popularity of web properties over the course of many months or years.
To help you learn more about organic marketing, this post will define the concept and share the ways that organic marketing is used in SEO and social media marketing.
Defining organic marketing :
There are several characteristics that define organic marketing:
The most successful organic marketing techniques involve the creation of valuable content to attract social media followers and incoming website links. They focus on creating an authoritative and valuable web resource for users — which naturally attracts links and grows in popularity.
A focus on building relationships naturally
Organic marketing uses techniques that build relationships (links, social media followers) in a natural way. Unlike paid marketing, it never involves the use of paid links, advertisements, or paid social media followers.
Organic marketing will always use techniques that are compliant with the rules laid out by search engines and social media platforms. This helps to ensure that your web properties are not penalised for using spammy techniques that only deliver a short-term benefit. Organic marketing techniques will usually avoid automated tools as they are more likely to violate the rules set by search engines.
A focus on the long-term
Many organic marketing techniques are relatively ineffective in the short term. They must be applied consistently and for the long-term to obtain the best results possible. This is different to paid marketing, where an advertisement can generate a quick influx of visitors to a website or social media profile. However, once organic marketing techniques have begun to work, they will establish a web property as being authoritative, which is very useful if you intend to build a long-lasting brand.
Organic marketing in SEO
In an SEO context, organic marketing means only using natural (unpaid) techniques to achieve better placement within search engine results pages (SERPs). There are many techniques used in organic SEO marketing including:
Keyword analysis and keyword placement
Understanding which keywords consumers use to look for certain types of content is critical for the success of any organic SEO campaign. Keyword analysis is used to find the keywords that might attract the largest audience. These keywords are then placed throughout a website’s content to improve the likelihood that search engines will rank the website for those terms. They are also used during the link building process and as a part of any content marketing efforts.
Website code optimisation
There are dozens of minor changes that can be made to a website to improve its organic search engine rankings. On their own, many of these changes are inconsequential, but when used together, they can result in much better rankings within search engines. Website code optimisation includes tasks like using semantic HTML, placing keywords within headings, using page titles, and having the appropriate menu structure. It also includes making the website fast and responsive.
Content market is one of the central pillars of organic marketing for SEO. It involves the creation, distribution and promotion of high-quality content across multiple platforms. The content is produced with the goal of educating, informing or entertaining the target audience.
Content marketing can be performed using articles, blog posts, white papers, social media posts, videos, podcasts, infographics, and many other types of content. The content that is created as a part of a content marketing campaign must be “valuable” in the eyes of the target audience. Content is shared across both a client’s website and third party websites like YouTube and Facebook.
A well-produced content marketing campaign can deliver many incredible benefits including:
- Increase a website or social media account’s readership
- Encourage users to link to a website (which improves SEO)
- Improve a business’ authority within an industry
- Help a business to develop a large subscriber list
Organic link building
Organic link building involves the acquisition of external links in a natural way — without the use of automated link building tools. Some of the techniques used for organic link building include:
- Content marketing (as mentioned earlier)
- Social bookmarking
- Engaging with influencers
- Publishing press releases
- Guest blogging
- Encouraging users to link to your website
- Submitting your website to directories
- Social media promotion
- Webmaster outreach
Improved user experience
Good organic marketing always places a strong focus on the user experience. This requires a focus on usability and information architecture. Users should find the website easy to understand and simple to use. The intention of the website should always be clear and it should be free of intrusive content like pop up advertisements.
Creation of local landing pages
Local landing pages are dedicated to a specific geographical region. They are a useful way to pull in customers looking for a product or service that is local to them. Local landing pages also help organic SEO by letting search engines know which locations a business serves.
Although blogging might be considered a form of content marketing, it deserves its own heading because of its importance. Blogging is a fundamental part of organic marketing. It is a fantastic way to share content, perform organic link building and develop industry authority.
Having a blog lets you delve into narrow topics with a high level of detail. In return for this kind of high-value specialised content, you will obtain links and social media shares from your audience — resulting in brand awareness and better SEO performance.
Posting to social media
Search engines like Google use “social media signals” to determine how popular a webpage is. Essentially, the more likes and shares a piece of content generates on social media, the higher the perceived value of that content in the eyes of a search engines.
To take advantage of social media using an organic marketing approach, you will use techniques that naturally accumulate social media followers and shares. This includes engaging directly with other users, posting regularly, sharing great content, republishing other people’s content, and so on.
Meta data, sitemaps, and structured data
Meta tags helps search engines understand what your website is about. Sitemaps can also be used to help search engines find new pages and understand the information architecture of a website. Structured datais particularly useful for giving search engines more context about the data on a web page.
Because organic marketing has a user-orientated approach to improving a web property, it greatly benefits from learning more about a customer. Organic marketing specialists will often perform extensive customer research to understand what kinds of content their audience wants to see, how they expect it to be delivered, how they expect a website to look and so on.
Organic marketing in social media
Organic marketing in a social media context is about focussing on naturally accumulating followers, likes, and re-posts of content. This process avoids the use of automated tools and succeeds by simply participating as a normal user. It includes techniques like:
Engaging with other social media users is the quickest way to naturally obtain more followers, likes, and content shares. It involves simple tasks like answering questions, sharing and promoting other people’s content, asking for advice, having discussions, and so on. Essentially, user engagement is about interacting with other users in a natural way to gain more visibility and brand awareness.
Social media content promotion is an important aspect of content marketing. It involves sharing original content on social media platforms like Twitter, Facebook, and Pinterest. This approach is useful for gaining exposure and establishing a brand as an authority within the industry. Other people’s high-quality content can also be promoted, as it will make a social media account more valuable to users, increasing the number of followers an account has.
Providing support over social media
If you are a business, offering support over social media is a cost-effective way to provide assistance. If it is done using publicly viewable messages on platforms like Twitter or Facebook, your assistance may be noticed by other users and will deliver a significant reputation boost. This kind of interaction can drive organic growth in your social media presence.
Promoting social media channels on other platforms
A simple yet effective organic marketing approach to promoting social media profiles is to share it across many platforms. Social media profiles can be promoted within websites, newsletters, emails, business cards, and other promotional materials.
Optimise your social media profiles
All social media profiles should contain any relevant information about you or your business. This includes the industry you are in, the location of the business, a brand photo, keyword rich descriptions and so on.
Post exclusive content to social media
One of the best ways to encourage people to follow a social media profile is to post exclusive content for subscribers. This can include special offers or competitions, which are only available to the people who follow a profile or share content.
Organic marketing is an essential part of promoting any long-term online venture. It will help you establish a foundation upon which you can build a highly successful brand. While it does take time for organic marketing techniques to deliver good results, the effort is easily worthwhile if you are interested in long-term success.