In order to search for services or products people type certain terms or phrases in Google search bar. These terms and phrases are known as keywords. Each business will have its own set of relevant keywords. For example, while searching for digital marketing services, people are likely to use keyword phrases like digital marketing services, inbound marketing services, and so on.
Google has useful keyword tools that generate a list of keywords popularly used for different businesses. The companies should use the keyword tools and prepare a list of relevant keywords that people use to search for product or service offered by them.
Once the list of relevant keywords is ready, the next strategy is to create useful content based on these keywords. Content is the king in today’s digital world. The content can be in the form of web pages, or videos, articles, and blogs posted on the website. However, content creation is not as simple as it sounds. In order to rank high in organic searches, the companies need to post content at regular intervals. The content should be appealing, fresh, and unique. Since content creation is an ongoing activity and need to be result-oriented, it is advisable to appoint a dedicated resource for content creation.
It is important to link your webpage to other webpages. This is called blacklining. Backlinks are important because if other websites point to your portal for specific content, then Google presumes that your content is valuable and gives a higher rank to your portal.
The above three strategies significantly help in attaining better ranking in organic searches. Of course organic ranking is a planned activity and is not as simple as it sounds. However, if all the strategies are implemented carefully, the results can be visible in a matter of few months.
Long Incubation Period
The incubation period for organic ranking is longer than what businesses might expect. The inbound marketing, or organic ranking takes at least 6-9 months to show the desired results. Only after considerable amount of relevant content is posted on the website, the Google starts indexing the portal. On the basis of the new and fresh content, Google keeps re-indexing the website. So the website does not start getting traffic immediately after posting the content. As and when meaningful and appealing content is added to the website, its credibility and visibility improve.This is the reason why most of the new companies hesitate from investing time and effort in organic ranking. However, it has been proven over time that organic search might require extra time and cost, but if done the right way, it fetches great results.
Requires Extra Effort
Just like any marketing strategy, digital marketing also requires investment and effort. To create and post unique content, companies must have a dedicated resource. The website will only gain significant attention if the content is relevant and appealing to the audience. Thus content creation needs specialized attention and it is worth investing on a good content creator.
Results Are Not Guaranteed
Businesses should keep in mind that organic ranking cannot get desired results 100% of the times. The results vary depending on the effort and strategy. Even if the company is generating great content and creating backlinks, there is no guarantee that same results will be achieved again and again. For example, if the company is aiming for 1000 views per day, it might get only 200 views, or even 2000 views in some cases. So getting 100% results on a constant basis cannot be controlled in organic search.
Organic Ranking is Not Always Targeted
Not every visitor that comes through organic search is a potential customer. For example, take the case of a digital marketing company, that optimizes its website by using the keyword “digital marketing”. In reality, not every visitor who comes by searching for digital marketing, will be looking for digital marketing services. The visitor can also be simply reading the concepts of digital marketing put in the form of article or white papers on the website. So we see that focused target visitor cannot be controlled in organic ranking.
New Businesses Refrain from Organic Ranking
It is seen that new set ups generally do not consider organic ranking for generating leads. Since it has a longer incubation period, and requires a dedicated resource, with no guaranteed results, companies prefer other marketing strategies. As new businesses have their own challenges and priorities, they prefer a more hands-off approach that does not require much effort and investment.
keeping all the above points in mind, every company should work on their own inbound marketing strategy and boost their presence on internet. The results might be slow, and vary, but if done the right way, organic ranking will significantly improve lead generation.