Organic Search Engine Rankings: Explained Briefly
Organic search engine Rankings
 |
| A magnifying glass showing organic search engine rankings |
This organic search is also simply called "natural search" and refers to the ranking format part that is displayed when you enter a keyword and search. There is also a lot of information that can be solved without even opening the ranking page. (Transportation means, store information, etc.)
However, of course, not all users will be satisfied with just such a knowledge graph, so if the problem cannot be solved here, the user will select a page that matches their purpose from natural search and visit the site.
In other words, in order to increase access , SEO that increases traffic from organic search is important. Depending on the keyword, it may be difficult to rank high, but by carefully selecting keywords, it is possible to increase access. It's not impossible. (*It is important to choose keywords that are in demand.)
This is because attracting customers can be roughly divided into three types: organic search, advertising, and SNS. It depends on the site or blog, but in most cases, if you refer to access analysis such as analytics, Most of the traffic comes from organic search, right?
Therefore, in order to significantly improve traffic from organic search, it is necessary to focus on improving search rankings, which is an important factor that directly leads to improved access.
So, this time, I would like to explain in detail the meaning of "organic search", which has a great influence on the effectiveness of a site or blog, and how to increase the number of accesses.
Table of Contents
What is organic search?
 |
First of all, organic search refers to natural search as mentioned above, where a user casually enters the keyword they want to search from a PC or smartphone and the results are displayed in a ranking format .
Of course, if your site is ranked high, the chances of it being clicked will increase, and if you can maintain that ranking, it will also lead to a constant flow of traffic to your site.
Have you experienced it yourself? When you want to find out something or solve a problem, search for related keywords and search for content that provides the answer starting from the top-ranked pages. This search behavior occurs naturally, and searches on SNS seem to be increasing recently, but the original reason and purpose are different from searches from Google and Yahoo!, so it is unlikely that natural searches will disappear. impossible.
We especially focus on SEO measures for keywords that have a big impact on conversion, and there are other keywords that we want to pay high advertising fees to attract customers to, so the amount of competition varies depending on the keyword.
The strength of a keyword tends to be stronger the more there is a demand for it.To be more specific, the keywords that make money are those that are produced by mass production of high-quality content by major companies or companies with abundant financial resources, and the domain itself. The first page is filled with sites that are very powerful and authoritative. (Recently, there are some genres such as YMYL that require
No matter how much you try to display such keywords in organic search, it won't lead to attracting customers because they won't be ranked in that order.
The key is to create an inflow route to your own site/blog, and to acquire traffic from organic search...First of all, if it does not appear in the search results, the number of customers will remain at 0.
The important thing here is "keyword selection", which will be explained in detail later.
Where natural search appears
Normally, when you enter a keyword and view the search results page, ads and featured snippets are placed at the top, and below that, organic searches are displayed in a ranking format.
The place where this natural search is displayed is inevitably under the paid advertisement, so if it is a popular keyword, it may not be displayed in the first view even if it is ranked 1st, so it will be displayed together with the advertisement. The current situation is that many people are taking measures to attract customers.
Additionally, since users generally do not understand the difference between advertisements and natural searches, they tend to concentrate their clicks on advertisements displayed at the top.
However, since the advertisement is just a landing page with a strong sales feel, many users will browse back and go to the page that is ranked higher in natural search.
Therefore, if your website is ranked high in natural searches, your click-through rate will naturally increase, and you can attract more customers.
Also, on mobile, ads are placed at the top depending on keywords, and depending on the keyword, organic search may not be displayed in the first view.
Therefore, it is important to be displayed on at least one page for the keyword you are aiming for, and before you create content, what kind of competitors are displayed? Such an investigation is required.
At this point, if the first page is filled with official websites and major online shops, it will probably be difficult to rank higher.
Difference between organic search and advertising
As mentioned above, the main difference between organic search and paid ads is the position in which they are displayed , and ads tend to have an advantage in obtaining clicks.
However, in the case of advertisements, "advertisement" will be displayed on the left side of each URL, and it is quite possible that wary users may not react at all, so as I explained earlier, Attracting customers should be done by making good use of organic search, advertising, and SNS.
Of course, there are also differences in costs; if you can achieve high ranking in organic search, you can of course attract customers for free, but in the case of advertising, there is a cost for each click... This also needs to be balanced and timed. Will you submit an article? Will you publish a compound keyword that is slightly different from a strong keyword at a relatively low price? We create advertisements based on these factors.
In this way, it is possible to obtain higher rankings for advertisements regardless of the page content.
However, it is not enough just to attract customers, so it is necessary to measure the effect accordingly, and it is important to match keyword selection, advertisement content, and landing page with the user's search intent. In most cases, ads are placed using keywords that directly lead to conversions.
Of course, if you can find a combination of keywords, ads, and landing pages that perform better than your advertising costs, you can boost conversions by concentrating your advertising costs there, and you can also focus on that and repeat it over and over again. Many people are brushing up on their advertising content.
How to check the number of organic searches
 |
Next, to find out the number of organic searches (number of inflows from natural searches), we will use Google Analytics, which is mainly used by many people for access analysis.
The important thing here is what rank do you currently rank in for your target keywords? By understanding these things on a daily basis, if the ranking is extremely low, there are many cases where the keyword and content do not match, and you will need to rewrite.
*The " Search Ranking Check Tool BULL" is useful for automatically checking your search rankings on a daily basis .
However, before performing such a rewrite, it will take a considerable amount of time for your website to be evaluated correctly by search engines, so you should check your search rankings on a monthly basis before rewriting your website.
Also, what kind of keywords are you using? This is also important, and if you are getting a lot of traffic for keywords other than the ones you were aiming for, it means that you are ranking for that and there is unnecessary content. This is one of the reasons why you need pinpoint and deep content rather than broad and shallow content; users mainly want to know one thing about their search keyword.
In this area, we use Search Console to check incoming keywords, aim for high rankings by closely matching keywords and content, and try to improve traffic from organic search.
Use analytics
Now, let's check the number of organic searches from Analytics.
To check this, go to Acquisition > All Traffic > Channels.
The number displayed here as “Organic Search” is the number of customers attracted from organic search.
Looking at these numbers, you can understand that many sites and blogs receive an order of magnitude more traffic from organic search, and regardless of the strength of the keyword, it is important to always rank high for the target keyword, even in the long tail. You can see that.
You can also check the following numbers on this page, and easily check the access analysis and behavior of users who have attracted customers through natural search. You can also get a rough idea of user responses to traffic from natural search.
- user
- new user
- session
- bounce rate
- page/session
- Average session time
Of course, it is important to increase the number of organic searches, but what is the correlation between bounce rate and length of stay with conversion? It is also important to improve pages based on access analysis such as this. The purpose of a site (mainly sales) is the number of accesses x conversion rate x unit price of products, so increasing not only the number of accesses but also the conversion rate is also important for making the site more efficient. This is one of the important elements for successful operation.
Find pages that are attracting customers
Next, take a look at the pages that are getting traffic from organic search.
To do this, go to "Behavior" > "Site Content" and "Landing Pages" and select "Traffic Type" from "Secondary Dimension" to narrow it down to organic search.
*This “traffic type” is displayed under “Customer acquisition”.
Then, you can check each page that attracted customers from organic search as shown below, as well as check the bounce rate and average session time, so you can perform a more detailed organic search access analysis.
As you can see, the following two points are especially important in order to increase the number of organic search results, and you need to do thorough research on keywords before creating content .
- search volume
- Can it be displayed at the top?
In other words, no matter how many articles you create for pages that are ranked highly or for keywords with strong competition, if they do not appear in the search results, you will not be able to expect traffic from natural searches. Similarly, it will be difficult to increase the number of organic searches at an increasing rate. (I hope you can understand how important keyword selection is.)
As a side note, if you can improve your bounce rate, page views will increase without increasing the number of organic searches.
How to increase organic search
Next, I would like to explain how to increase organic searches.
As mentioned above, organic search is naturally traffic that comes from search results. This means that it is impossible to increase the number of pages unless your page is displayed in the search results as an absolute condition, so instead of creating content blindly, carefully select keywords and search for keywords that match them. It is necessary to create content, and the number of articles is not absolutely important.
And not only for sites, but as there is something called the "80/20 rule," about 20% of the overall site traffic should come from articles.
In other words, if the keyword and content match and there is demand for the keyword that has successfully achieved high ranking, organic search will naturally increase. Other than that, it will attract fewer customers as a long tail keyword and will be ranked higher by related content. It is important to connect as an internal link to the page you want to convert. (The concept of articles for internal links.)
Therefore, the ideal keyword would be one that is in search demand throughout the year and has little competition, but it should be assumed that such keywords are almost exhausted.
However, it is not impossible to get your website to rank well by using compound keywords based on core keywords.
In this area, it is important to create a group of high-quality related content centered on the page you want to rank, paying particular attention to content duplication, and you should always check the search rankings to ensure the quality of the content .
By doing so, it is not impossible to rank high in the search results even for keywords with relatively strong competition, so it is a good idea to create a schedule for ranking high in searches over the long term.
Increase search ranking
As mentioned above, the most important thing to increase traffic from organic search is to improve your search rankings.
The most important thing here is ``keyword selection.'' As I explained earlier, keywords have strengths and weaknesses, and the more demand there is, the more competition there will be. (Of course, if you can rank high for keywords that are in demand, the number of organic searches will increase.)
Therefore, in some cases, we aim for high rankings with two or three words, such as "shifting keywords" or compound keywords, and create related content to increase authority at the cost of time. (In this case, it is important to thoroughly investigate the search intent, and you need to be extremely careful about duplication of keywords and content.)
In order to improve search rankings, a corresponding amount of content is required, and the first question is whether the content matches the search intent. In order to investigate this, let's thoroughly understand the content and trends of the pages that are currently ranked high. (These are also the reasons why the number of characters is important to some extent.)
Based on that, if you create a page that is better than the competition by making sure to include the basic points, adding details that are missing in just the right amount, and adding your own opinions as original content, you will definitely be evaluated. must.
In order to be evaluated by search engines, it is thought that crawlers visit the site many times and other factors such as search user behavior are taken into consideration, so it will not immediately result in an increase in ranking.
In other words, it takes time to improve the search ranking depending on the keyword, so decide whether the content is appropriate after considering the incoming keywords, bounce rate from access analysis, length of stay, etc.
Check search keywords
Next, check what keywords are actually driving traffic to the published page.
In many cases where you are not ranking as expected, or are unable to rank high for the keywords you have targeted, it is possible that some unnecessary content is mixed in, so check this from the Search Console's "Search Results". That's why I'm going.
By default, all pages are displayed, so to check each page, first open the "Pages" tab and click (select) the relevant page. If there are many pages and it is difficult to search, you can also search for the page, so click on "Page" as shown in the image below, enter part of the URL, and click "Finish". please.
Then click the “Query” tab. You can then check the search keywords that actually entered the page, along with the number of clicks, number of views, and average ranking, and are you ranking correctly for the keywords you were aiming for? You can reconfirm such things.
Here, most of the reasons why the page cannot be ranked high are considered to be as follows, and by understanding the current situation, you can find out whether there is a problem with the page itself. Or are there related articles missing? It would be a good idea to proceed with content production based on these judgments.
- I have written multiple articles with the same search intent.
- Contains unnecessary content for search keywords
- In the first place, measures are taken with keywords that are too strong (only compound keywords receive traffic)
In this way, inflow keywords are an essential element to increase the number of organic searches, and there are cases where unexpected keywords are being searched, so check especially important pages regularly. I think it would be a good idea to take a look.
Are you having trouble selecting keywords?
Understand SEO measures
Next is "SEO measures", which are the basic idea of improving search rankings.
Originally, in natural search, a bot called Google's search engine crawler patrols the pages of each site, stores the data read there in a database, and displays each page in search results in a ranking format based on a number of items. doing.
This process of optimizing for search engines is called “SEO,” and it is probably something that is taken care of on a daily basis, but it is basically divided into general factors such as internal factors, external factors, and content quality. It's not that complicated once you understand these things. (It depends on the theme, especially in recent WordPress versions, but most of them already have internal countermeasures.)
In other words, there is no loophole to get high rankings, and it is important to create a page that matches the search keyword and the content that corresponds to the search intent.Especially when it comes to riding, the more you write and get used to it, the more you will improve. You'll also be able to get some tips on how to increase organic searches.
Therefore, the number of articles is not necessarily important, but by taking basic internal measures and creating high-quality and useful content, you can expect to improve your search rankings by naturally increasing external links and shares.
Think carefully about the keywords you want to target.
Next, let's talk about the target keywords that we explained above.
Here, even if you write articles blindly, organic searches will not increase.
You should always research your keywords thoroughly before choosing them, and check the pages that are actually rated to see which pages match the search intent as recognized by Google.
Copying and pasting is of course out of the question. Since you need to do enough research to be able to explain the keyword in detail, it's safe to say that most of the content creation will be spent on that.
As explained above, keywords have strengths and weaknesses, and the more in-demand and profitable a keyword is, the stronger the competition will be.
However, basically, the theme of your site or blog should be the key word for the top page (big single word keyword), and the individual pages linked to that should be targeted for keywords related to it.
This is also the case with miscellaneous blogs, where the top of each category is set as a large keyword, and the countermeasure keywords of the pages stored there will naturally be related content. (If a category is set to “no index,” internal links will be strengthened for the main pages within that category to display them higher.)
Things to keep in mind here include the following: In order to increase organic searches, you need to choose keywords that have a certain amount of search volume, but they don't necessarily have to be keywords that have a lot of competition... It does not mean that.
- Don't duplicate keywords
- If the keywords are different but the content is the same, unify them.
- Don't leave out low-quality content
The key here is to use "shifting keywords" and compound keywords, and understand that
For example, if you use a compound keyword consisting of two words (one word added to the main keyword), the competition will be considerably reduced, but if you pay attention to the search intent, create a group of related content using surrounding keywords, and build internal links, you will eventually be able to compete. There is also a non-zero possibility that you will be able to rank high in the rankings.
In addition, among these tools for finding keywords, there are powerful keyword tools for SEO measures such as "keyword finder" that have the following functions, so you can use them to find sites that have a large number of visitors, such as relatively large sites. You may want to try using it if you want to stretch it out.
- Automatically obtain related keywords
- Fully automatic search ranking check
- Automatically obtain recommended keywords based on your company and competitors
Of course, important keywords to increase organic searches as explained in this article are automatically acquired every day, so you don't have to worry about what keywords to use to create content next, and you can avoid failing in keyword selection. There is no. (You can find “recommended keywords” based on the number of searches, difficulty level, etc.)
summary
This time, we introduced in detail the meaning of "organic search", which is displayed on the results page when a user searches for some keyword, and how to increase traffic from natural search.
In this way, keyword selection is very important for organic search, and regardless of the search volume, unless it appears on the search results page, you cannot expect to attract customers.
Therefore, if you are confident that you can carefully check the trends of pages that are rated for your target keywords and create better content than your competitors, then you should definitely give it a try. You also need to provide content.
By making sure that only high-quality articles are published, and checking the ranking trends while paying attention to keywords and content duplication, you can expect to see a higher number of organic searches.
Please keep these points in mind and aim to attract more customers through organic search.
Post a Comment