What it means to own your presence in organic search

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An organic presence is essential for any business that wants to succeed in the new era of research.

Having this presence demonstrates a clear vision.

This vision includes a deep understanding of your target market and a clear definition of your target audience so that you can approach and attract them effectively.

Here, we’ll explore the elements that make up an organic presence, how to develop and measure it, and the role search engines play in your overall digital presence.

What is a digital presence?

A company’s digital presence is its online footprint.

This is what happens when a search is done for your business or how you appear for business related or related queries.

A digital presence can span multiple channels, devices and platforms, including:

  • Domains owned (your websites).
  • Profiles and presence on social networks.
  • Lists of business locations.
  • Directory listings and local citations.
  • Digital ads.
  • Online journals.

In today’s digital climate, it’s easier than ever to have a “presence”.

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You can instantly launch a website, create a social profile, or buy ad space on a search engine results page.

But developing, owning and maintaining this presence is no easy task.

Rent or own your presence in research

When it comes to research, your digital presence can be owned or leased.

I’ve always liked to make the analogy with SEO, it’s like investing in a 401 (k), while SEM is like day trading.

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What I mean by this is that in organic search you can make an initial investment, which will continue to grow and deliver results over time.

However, in paid search you will get an immediate return on your investment, but you will have to keep investing more to keep the same return.

Cut your paid expenses and your paid traffic will disappear with it.

This analogy relates to the idea of ​​owning or renting your digital presence.

You can hire it by paying for the best ad positions, but that’s not a long-term success strategy.

As soon as you stop paying rent, you will be kicked from the SERP.

With SEO, you have to define processes and create a schedule (like a down payment), then maintain it and refine it over time (like paying off a mortgage).

The more effort you put in, the more equity you will have.

Organic search and your digital presence

When investing in organic research, you need to determine how much real estate you actually own.

A brand’s organic presence is often referred to as its market share on search engines or its share of voice.

Search engine market share reflects the percentage of results a brand has on search engine result pages for all keyword searches relevant or critical to the business.

Being able to effectively measure your market share can help you uncover important information such as:

  • How much space your content has gained on the first page of results compared to your competition.
  • New SEO competitors for your keywords that might not be your traditional business competition.
  • Backlinking opportunities from publishers and news outlets that rank well for a topic.

What it means to own your presence in organic search

How to measure your presence in searches

There isn’t necessarily an industry standard for measuring your market share on search engines.

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How you measure or report it should be determined by a number of factors, including:

  • Keywords associated with a brand or not associated with a brand.
  • Universal result types compared to the standard organic ranking.
  • See how you stack up against your known competitors or the SERP as a whole.

It’s safe to say that for most established brands, you’ll run above the page 1 fold for your branding terms without having to really roll up your SEO sleeves.

When it comes to your unbranded terms, I recommend that you divide your market share into different topics or keyword groups that you think your brand should have or be present in.

It will also help identify competitor content gaps for which you have little or no visibility.

Search engine market share is a key metric to gauge your success against your organic competitors.

And when you look beyond the numbers, valuable information about the competition comes to light that can be used to improve your marketing efforts.

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Universal Result Types Shape Your SERP Appearance

Google introduced universal search in 2007 and with it came a whole new stream of search results in the form of images, videos, maps and more.

These types of universal results take pride of place on the SERP as their ever-changing appearance provides improved visibility and better ROI for owners of these coveted positions.

Universal results make the SERP not just a set of standard links, and as such you should take this into account by:

  • Stay up to date with the latest developments.
  • Integrate them into your digital strategy.
  • Take advantage of the expanded opportunities available to reach your users.

The growing range of universal outcome types has also brought with them an increased volume and diversity of competitors to track, monitor and report.

The ability to navigate and leverage them can really impact your SERP ownership and expand your brand’s organic reach.

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Having a good understanding of the variety of results that exist, the intricacies of how to rank them, and the competitive landscape will allow you to optimize for every inch of the SERP.

Evolution beyond the search engine

Promoting the best possible content has been Google’s mission for a long time.

While at the same time, the smarter Google and other engines get, the more it means that they are preventing users from needing to access your content directly on your website.

An important part of owning your search presence is ultimately having a presence wherever the SERP could potentially highlight or intentionally attract a user in all of these other ways.

Never stop delivering value

create value for your customer

A mistake of some brands is to let the gas slip away once they hit their organic KPIs or feel they have a strong grip on their search engine market share.

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Put simply, your organic presence is more than just an optimized website.

It is effectively capable of driving business to your site, blog, store, sign-up page, etc.

It uses the tools you have at your disposal to make sure that your position on a search engine reflects your efforts to be the best choice for providing your users with the answers they are looking for.

As part of promoting the best possible content, search engines continue to support websites that add value to the needs of searchers.

Always approach your website and content strategy with the end user in mind and you will find success.

How to own your organic presence

Leave no one behind

Identify customer / buyer personalities and create content for all.

This will allow you to own the entire funnel.

Always put your customer first

Before you can make money or achieve your marketing goals, you need to create value for your customers.

Build with the customer in mind, and customers will come.

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Less can be more

Sometimes you should just stick with what you’re doing because you’re doing it right.

Don’t just sell or market, be a thought leader in your space.

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Image credits

All screenshots taken by author, November 2020



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