What is natural search? A-Z guide for new marketer Marketer

Digital marketing beginners sometimes have trouble understanding what organic search is and why it is so important to the long-term success of a website. In fact, most people tend to confuse organic search with paid search and this complicates things even more.

The purpose of this post is to explain everything you need to know about organic search in a simple language that beginners can understand and clear up any misunderstandings.

What is organic search?

Organic search refers to the results shown for search queries that do not include paid advertising. Organic search results are determined based on a number of organic ranking factors related to user search queries, links, domain permissions, devices, user location and many factors. other elements.

Look at the example below to better understand this:

Organic search results VS Organic search results in Google SERPS

When you enter a search term in Google, you will see a set of results. The top section may include paid results (these are denoted by the symbol (AD)), followed by unpaid search results.

In addition to Google, other search engines like Bing and Yahoo use the same display format for their organic and organic results.

Why is organic search important?

Organic search is important because this is the most valuable form of traffic you can access to your site.

The organic traffic is highly targeted and more likely to convert than any other form of traffic.

The reason that organic traffic is more targeted than social traffic or other types of traffic is related to ‘user intent’.

Users who enter a search query into a search engine are looking for something very specific and websites that meet their purpose can turn those users into customers, subscribers, or visitors. counter back.

In order to take advantage of organic search, your site needs to appear in the top 5 positions of the search engine results page (SERPS) for keywords related to your website.

The reason is that the majority of organic clicks go to sites that appear on top of results.

The majority of search engine traffic goes to the top 5 results.

What is the difference between paid search and organic search?

The main difference between paid and organic search is that paid search results are paid and included through the auction system while organic and paid search results are paid. decided by the search engine's ranking algorithm.

Both paid search and organic search are part of what is called search engine marketing (SEM).

Paid search

When you want your ad to appear in the top positions of search results, you can use Google Ads (for Google) or Bing Ads (for Bing) to show your ads to Related searches.

The position your ad will appear is determined by the auction type system. The system takes into account several parameters including:

  • User's location
  • Devices used (mobile, desktop, tablet)
  • The keywords that the ad is configured to be displayed
  • The title of the ad
  • Relevance of the landing page (the page users see when they click on the ad)
  • The maximum amount that advertisers are willing to pay for ad clicks
  • Competition means how many advertisers are bidding for a top position for that particular keyword

Advertisers pay when users click on the ad and visit their site. The amount to pay depends on the type of keyword, competition and some other factors.

Advertisers can determine the maximum amount they want to pay for a click and the total amount they want to spend on their paid advertising campaigns.

The most popular paid search platforms (also known as PPC - Pay-Per-Click) are Google Ads and Bing Ads.

The great advantage of paid search is almost instant results. As soon as you set up your campaign, your ads will start showing up in search results and you will start receiving search engine traffic.

The big downside is that you have to pay every time someone clicks on your ad and this cost is increasing every year due to competition. In many cases, the cost is too high and this makes the campaign unprofitable.

For paid search to work, you need to have a landing page optimization page, an optimized PPC campaign, and high profit products.

Natural search

As stated above, organic search refers to the results shown for search queries that do not include paid advertising.

Organic search results are determined by search algorithms and can be optimized using best SEO practices.

Search Engine Optimization or SEO is the practice of optimizing a website so that it appears higher in natural or organic results for related keywords.

SEO has three main components (on-page SEO, technical SEO and off-site SEO) and each component has some rules.

How to appear in organic search results?

In order to increase the visibility of your website in the organic search engine results, you must follow the best practices of organic search engine optimization.

In other words, you need to follow specific rules to make your site accessible to search engines and help them understand your content.

Google is using more than 200 ranking factors of search engines when calculating position, a website will be displayed in search results.

The most important organic SEO factors to implement and improve your organic search rankings are:

Make sure your content can be indexed

In order to have any chance of appearing in organic search results, your site must be indexed by search engines without any problems.

The search engines in the crawl and indexing stage, they scan the web to find websites to add to their index.

If in the process, they can't find your site or you've accidentally blocked search engines from indexing your content, then your site won't appear for any searches.

So the first thing to do is check your technical SEO.


How search engines work - to fully understand how to optimize your site for organic search, you first need to know how search engines work.

Make sure your site is fast and accessible on all devices

The next step is to ensure that your content can be accessed without any problems on all devices.

Most searches are done on mobile devices, so you need to make sure your site is mobile friendly.

Mobile-friendly means content displayed on mobile devices without horizontal scroll bars, text large enough, and any navigation elements or CTA (Call to Action) buttons can be easily access.

Also, your web pages will load as quickly as possible on all devices. Speed ​​is not only a known ranking factor but also a large usability factor.

Users like websites fast and you need to put in effort to provide them with a fast experience.

Publish content that meets the intent of the user

In order for users to find you in organic results, your content must have the following characteristics:

It has to revolve around SEO keywords

Keyword SEO is the actual term people type in the search box to search the Internet.

If you publish content that users don't want to read, even if you appear in the organic results, you won't get any traffic.

It must meet the purpose of the user

Search engines have become very good at evaluating content and understanding whether it satisfies user intent.

They use several factors to present the most relevant content for each query so that if your content doesn't give users what they want to read, the results won't appear high.

It must be of high quality and original

Search engines can easily distinguish between original content and duplicate content.

Their goal is to provide users with original high quality content to keep them satisfied so they will return for more searches.

Therefore, you need to create and publish content better than content that has been published online. The content needs to be thorough, event-based, unbiased and written by experts on the subject.

How to do keyword research - The process of doing so to find out what people are searching for on search engines.

Optimize your content for search engines

Before publishing content on the web, you need to optimize it for search engines. This means adding specific signals to your content to help search engines understand what your content is about.

In the SEO world, this is called Onpage SEO and have to do with things like the title of your page, the use of keywords in your content, optimizing your images, links to other pages on your site and many other factors.

How to create SEO friendly blog posts - Follow these 10 steps to make sure that every post you publish is SEO friendly.

Promote your website for more links and brand mentions

Last but not least, in order to appear in organic search results, your site needs mentioning (backlinks) from other sites on the Internet.

Links play an important role in organic rankings because they are considered by search engine algorithms to be "trust votes."

Sites with links from other trusted sites are more likely to rank higher in organic search results than sites with fewer links.

In the SEO world, this process, called link building, is part of off-page SEO.

SEO checklist - Full checklist to follow to optimize your website SEO.

The key to learning

Organic search is the best type of traffic you can get for your website or blog. Organic traffic is targeted and this means that users who visit your site from search engines are more likely to convert.

Unlike paid search traffic, organic and free traffic. In other words, once you achieve and can maintain high rankings for the keywords you want, you will receive traffic from search engines to your site 24/7 without paying. whatever.

Search Engine Optimization (SEO) is the way to get more organic search traffic.

Paid search traffic is also targeted but you have to pay for it. Depending on the type of keyword you want your paid ad to show, it can cost you from a few cents to tens of dollars per click.

When you stop PPC campaigns, your traffic will decrease and this is not a good business model to follow.

For best results, you need to include both organic and paid traffic channels in your overall digital marketing plan.