Search engines and business are now inseparable. Of course, if you are running an e-commerce site, etc., if your company or your services are not displayed at the top of the search results when users search, there is a possibility that your business will not be discovered. It will be expensive.
If your business has a competitor, being listed below that competitor could directly lead to a business disadvantage.
This time, we will explain the overview of organic search and the points that will be displayed at the top of the search results.
What is organic search?
Google, well known as a search engine, has the top market share in over 40 countries around the world, with a particularly high market share of over 80% in Japan. Even companies that specialize in SEO countermeasure services often focus on countermeasures on Google, so unless otherwise specified, this article will focus on the main points of Google search.
Organic search is also called natural search, but when talking about Internet search, the antonym is “paid search.” Paid search refers to a system (service) that displays search results at the top of the list for a fee, and is provided under the name “Google Ads” for Google and “Yahoo! Listing Ads” for Yahoo.
Organic search refers to the results extracted by the search engine’s original mechanism when a user searches on a search engine, or the search method.
How search engines work
Current search engines determine search rankings through the following three processes.
- A program called a crawler that travels around the Internet collects website information (HTML, images, etc.) and creates a database.
- A database of website information is analyzed and evaluated (ranked) by another program.
- Displays search results (rank) based on evaluation for keywords entered on search sites
Organic search results are displayed through this process. Paid search, commonly called listing ads, is always displayed above organic search if it matches the entered keyword, and has the word “PR” added to it. In the case of listing advertisements, advertising fees are paid to companies that operate search engines.
SEO tips to increase traffic from organic search
So what exactly should you do to stay at the top of search results without paying advertising fees? This measure is called SEO (Search Engine Optimization).
The purpose of SEO measures is to increase the number of organic search visits and improve search rankings. Specifically, we will take measures to rank your products and services at the top of search results for each keyword that users are likely to search for.
There are many detailed SEO measures, but Google’s ranking and evaluation conditions change irregularly. The SEO measures you have taken in the past will not always work, so it is recommended that you regularly consult with a company that specializes in SEO before implementing various measures.
However, there are some SEO points that remain constant. There are two below.
- Limit the hierarchy of one URL to three levels
- Set links as text instead of images etc.
- Do not create duplicate pages due to presence or absence of www etc.
- Setting up breadcrumbs (links that represent the hierarchical structure of the website)
- Create links to related pages and be careful about broken links
“From the beginning, Google has put the user experience first. Whether it’s building a new web browser or tweaking the look and feel of the home page, Google has put the user experience first, not Google’s internal goals or revenue. I’ve been focusing on it.”
Specifically, the following pages will receive a low rating from Google and will not be displayed at the top of search results. This is because Google has determined that the following pages are not beneficial to users even if they visit them.
- Content that is full of images or lacks content with few characters or links
- Highly illegal content copied without permission
- Programmatically generated content
- Content with comment spam
By making efforts to rank higher in organic searches, you can increase the number of visits to your site, strengthen your branding, and reduce advertising costs. Don’t forget to come up with ways to get more users to see your site.
summary
◆Organic search refers to the results extracted by the search engine’s original mechanism when a user searches on a search engine, or the search method.
◆Search engines use crawlers to collect website information and create a database. Search rankings are determined by a program that ranks the information.
◆Since Google’s ranking and evaluation conditions change irregularly, the SEO measures you used previously will not always work.
◆It is necessary to implement various measures while regularly consulting with a company specializing in SEO.
◆By making efforts to rank higher in organic searches, the number of visits to your site will increase, strengthening your branding and leading to a reduction in advertising costs.