What is Organic Search and How to Benefit from it?

Jess Ailion 25 January 2023
What is Organic Search and How to Benefit from it?

Organic search is a powerful tool for businesses of all sizes seeking to increase their online visibility and reach. It is a great way to reach potential customers and increase website traffic. In this comprehensive guide, we will discuss what organic search is, why it’s important, how to rank in organic search results, SEO, organic vs. paid search, and some of the best tools for optimizing organic search.

google search on mobile device

What is organic search?

Organic search is the process of finding relevant web pages that appear in the unpaid search results by entering a query into a search engine. When you type a query into a search engine, it returns a list of web pages that are relevant to the query and are ranked in order of relevance and importance (among other factors). 

What are organic search results?

The web pages that are returned in response to a search engine query – the ones which are not paid for/ ads – are known as organic search results. Organic search is a great way to reach potential customers and increase website traffic. Any web pages that appear in the SERPs that are marked as “Sponsored” or “Ad”, which usually appear at the top or bottom of the page, are not organic search results. 

The higher a website is ranked in the organic search results, the more likely it is to be seen by potential customers. 

Why is organic search important? 

Organic search is an important part of any business’s digital marketing strategy. It helps businesses reach potential customers and increase website traffic. Organic search also helps businesses build brand awareness and credibility. This increased credibility proves to be an excellent way to generate leads, as potential customers are more likely to click on and trust organic search results than paid search results. 

Given that organic search results are technically free and users find them naturally, businesses don’t have to continuously invest money to keep them visible in the same way that paid search results to require. As a result, businesses can drive more traffic to their website for a lower cost over time than with paid searches. 

How to Rank in Organic Search

Ranking in organic search results is not an easy task. It requires a lot of hard work and dedication. There are a variety of ways to rank in the organic search results that are determined by complex algorithms from the search engines themselves. The factors these algorithms take into account include the quality of the web page, the relevance of the content to the search query, the number of backlinks to the web page, and the overall authority of the website. 

The best way to be in with a chance is to focus on search engine optimization (SEO), which will guide you in the most effective ways to rank in the SERPs. It’s essential for businesses to optimize their websites according to the factors listed above in order to rank higher in the organic search results. Otherwise, they don’t stand a chance among the masses of competition. 

organic search factors

Organic Search Engine Optimization

SEO is a type of organic marketing. It is the process of optimizing a website to make its pages more visible in the organic search results. SEO is an important part of any digital marketing strategy, as it helps businesses reach more potential customers, generate brand awareness, increase conversions, and more. 

A vital part of SEO for businesses is creating high-quality content that is useful, relevant, and engaging to their target audience. The more people find it helpful and enjoy reading it, the more likely it is that Google’s algorithm will “reward” you. To make content valuable, you can ensure that it offers helpful tips and provides insightful research or statistics. The content of the page must also be relevant to the title. 

Content should be optimized for keywords, as this will help it rank higher and is one of the most important elements of SEO. It’s not good enough to create high-quality content alone, you also need to convince search engines that your site contains the most relevant content on the Internet. That’s where keywords come into play. A web page should never be stuffed with keywords (this can actually hinder its ranking), but it should consider how the audience prefers to search for what it’s offering and target those keywords accordingly. The more relevant the keywords that are targeted, the better chances users will find the webpage, and it will grow in ranking. 

In addition, businesses should focus on building high-quality backlinks to their site in order to improve their website’s authority and ranking. It’s important for these backlinks to be “healthy”, meaning they don’t come from spam sites. Google considers whether other important sites link to content when determining if it is trustworthy. Backlinks act almost like recommendations for a website. 

SEO is a long-term process that takes time to show results. However, it is a great way to increase website traffic, generate leads, and build brand awareness that has longevity.

In order to have the most successful SEO strategy in place, businesses must track metrics such as number of clicks, length of time on the page, bounce rate, and more to gain insights into their audience’s responses to their content. These metrics should guide future SEO efforts. These granular insights enable brands to continuously improve their output by informing them of exactly what their customers want and need

When this data is tracked over time, it allows businesses to identify their most engaged users and leverage this information to create a better user experience and deliver more relevant content. User experience is another huge factor in SEO. For example, an SEO best practice to rank higher in the search results is to ensure that the website is optimized for mobile devices – to ensure mobile users have a positive experience. The user must always be prioritized; an instant positive experience means they are much less likely to drop off. 

Other ways to improve user experience with SEO is by making information easy to find with the use of clear title tags and keyword and alt-tagging photos to make them accessible for all. Putting all of these measures into place should increase the retention rate of a website as customers will likely return time and again. 

SEO’s emphasis on localization also impacts the positive evolution of the customer experience. SEO insights can inform greater localization strategies so that each customer’s experience is more tailored to them. 

web search

Organic vs Paid Search

Paid search results are those that are marked as “Sponsored” or “Ad” in the SERPs. They are paid for by businesses. They usually appear higher in the SERPs than organic search results because they have been paid for. 

The key differences between organic vs. paid search are:

  • Cost over time: paid search results are only visible while they are being paid for, whereas organic search results can appear for a long time after they have been worked on. Also, since SEO attracts quality leads, the more opportunities it provides for converting potential customers into actual customers – which ultimately brings in more money. 
  • Time: organic search results take longer to work on and see results from, whereas paid search brings much more instant rewards. Almost as soon as paid ads go live, results can be seen. 
  • Credibility: appearing on the first page of the organic search results means people are more likely to trust a web page, whereas it’s obvious that paid ads appear at the top of the search results because they have money behind them. Some users prefer to look straight for the organic search results and skip the paid ones altogether.
  • Accessibility: with the lower cost of organic search traffic over time, it can be more accessible for businesses with a tighter budget. Some elements of SEO, such as basic content writing and web page optimization, can even be done by the site owner without professional knowledge. However, it usually won’t perform as well as when done by an SEO specialist. When running a PPC campaign alone, there’s a greater risk of causing damage to your business than when doing basic SEO alone because PPC will always require payment for showing ads in the SERP.
  • Authority: using SEO tactics to appear in the organic search results means businesses will be creating high-quality content that focuses on topics tailored to their target audience. As such, they’re helping to build their brand’s reputation as an expert in this field, which adds to brand authority.
  • Relationship building: focusing on organic search helps businesses connect and nurture the relationship with their target audience by providing them with high-value and engaging content, giving them exactly what they need (and are searching for).
  • Targeting: paid ads give businesses more advanced targeting options, such as the ability to target people based on location, age, and gender. Ads can be created specifically for different audience types so that they’re personalized, and target audience groups will only be exposed to ads relevant to them. 

SERP: Understanding the Organic Search Landscape

SERP stands for “search engine results page”. It’s the page that is returned in response to a search query. The SERP contains organic search results and paid search results. The SERP is a dynamic landscape and can change rapidly. It is important for businesses to monitor the SERP in order to stay on top of the latest trends and understand their position. 

The SERP is one of the clearest ways to measure the success of SEO efforts. Businesses can track how their websites are performing in the organic search results in the SERP, which can help them identify areas that need improvement. 

Tools for Optimizing Organic Search

There are a number of tools available that can help businesses optimize their websites for organic search. These tools can help businesses identify organic keywords, track website performance in the organic search results, track bounce and retention rates and other metrics, and analyze competitors. 

Google Search Console is a great tool for optimizing organic search. It provides businesses with all of the above, as well as the ability to monitor their websites for any errors that could be hindering their search engine ranking and fix them. It helps you measure your site’s Search traffic and makes all of the data accessible in graphs. 

Another powerful tool is Ahrefs. It helps businesses analyze the competition and identify areas for improvement, among much more. It’s an all-in-one SEO platform for everything behind website optimization. It crawls the web and makes mountains of data accessible.


Now that you have a better understanding of organic search and its benefits, you can start optimizing your website accordingly and reap the rewards. With the right strategy and dedication, and the help of an organic marketing agency like Moburst, you can unlock the benefits of organic search and reach more potential customers.

Jess Ailion
Jess is Moburst's Content Marketing Manager who came to us all the way from the UK. After studying English Literature, she found herself writing about all things mobile marketing. When she's not spending her time writing, you can find her cooking for her friends or exploring new places.
Sign up to our newsletter

Looking for something else? Growing together is so much faster!
Choose Service(s)(Required)

Related Articles