Blog Index

Organic Relevance: The New Definition of Optimization

Apr 21, 2022
SEO
by Sydney Frenkel
Organic Relevance: The New Definition of Optimization

Search engine optimization, or SEO, is a collection of techniques for improving the appearance and positioning of web pages in organic search results. Because organic search is one of the most common ways for people to find and access online material, an effective SEO plan is necessary to increase the quality, and quantity, of visitors to your site. James Weiss, Big Drop’s Senior Director, says:

The very definition of optimization has changed to become a required 2-prong approach: yes, there needs to be enough relevant content on the site produced frequently to keep search engines indexing properly, but with the engines of the world rewarding sites for more experience-based metrics, companies really need to consider a more comprehensive approach to include the infrastructure of their digital presences alongside their content and keyword strategies if they want to make the most of their optimization initiatives.”

Every year, it seems that SEO is ready to go belly-up; to be replaced by better, more advanced alternatives that promise to overtake a methodology with over 25 years of history. So, the question becomes: is SEO on its last legs? Let’s find out

SEO is constantly changing. Recent updates to Google algorithms and changes to their Search Engine Results Pages (SERPs) mean that SEO is now not as simple as just having good content that pleases the all-knowing google bots.

Here’s a summary of the latest Google update

Over June and July 2021, Google launched two core updates back-to-back.

“The Page Experience Update” is the name of the core algorithm update. This update aims to improve users’ experiences by prioritizing pages that provide high-quality page performance, such as fast load rates and stable pages. Google has always favored quick sites with certain page experience metrics: mobile-friendliness, HTTPS security, and the presence of intrusive ads, but with the Page Experience upgrade, they are also introducing new metrics to measure both speed and overall page experience. Core Web Vitals are the name of these new measures.

This update doesn’t mean that SEO isn’t still relevant; it just means that businesses need to adapt their SEO strategy to utilize these changes to their advantage. So yes, SEO is still relevant, and here is why

Organic traffic represents 53% of all traffic to websites.

This fact alone should demonstrate the significance of SEO to your business. By optimizing your website, the likelihood of generating organic traffic increases, which has a direct effect on customers’ conversion to purchasing products or services. When people use Google, their searches tend to be highly specific. Optimizing SEO should be a major component of your business’s strategy; ensuring your site appears near the top of SERPs when a prospective customer performs a keyword search is key.

SEO is more effective long-term than PPC Advertising.

PPC advertisements usually appear at the top of Google searches, leading many people to believe that they are a more effective tactic than SEO. Although PPC ads have their place and can generate sales in some cases, their success is determined by how much you spend on your ads in comparison to your competitors. You may briefly be at the top of the search page, but your position on the results page will fluctuate significantly. Because SEO ranks are more consistent, it is a far more effective long-term approach than PPC. SEO is believed to provide more long-term benefits than PPC or other forms of sponsored advertising.

Another advantage of SEO is that it is far less expensive than PPC in terms of long-term performance. Pay-per-click advertisements can be expensive for your company, and they don’t always result in increased sales (how many times have you disregarded the ads at the top of a search results page?). SEO, on the other hand, is reasonably inexpensive if you have someone on your marketing team who knows how it works. Even hiring an external resource to improve your website’s SEO will almost certainly be less expensive than running a short-term PPC campaign. Big Drop’s Business Development Manager, Kaity Ayuso, stated the following:

SEO continues to be a powerful tool for marketers, especially with the rise of location-based SEO to help brands effectively route consumers to the most relevant resources based on their computer’s IP address. Using SEO to personalize the user experience and target consumers with this location-specific information is just one-way brands can resonate better with potential customers, continue to expand their pool of viable customers, and increase ROI on marketing spend.”

Consumers trust Google

Consumers unquestionably trust the results Google provides when conducting a search. They believe that Google has provided them with the most relevant results for their search. Ranking high on Google will, therefore, grow your organic traffic. The number 1 ranking on any given search result will get around 21% of the potential clicks, with 2 getting 10% and 3 getting about 7.5%. It is easy to see, therefore, why ranking highly on Google is so important

Despite Google’s algorithm changes and numerous updates, it is clear that SEO is still vital and relevant in 2022, possibly more so than ever before. Google’s updates have improved the search experience for consumers, and as a result, businesses must update their SEO strategies to stay competitive.

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