Organic Website Marketing
Getting your Website to the top of the Search Engine
“The Natural Way”
By Andy Main
Organic vs. Pay-per-Click
There are two ways of getting your website to the top of the search engines; the Organic method and the
Pay-per-Click method. Using the pay per click method can get immediate results, but it comes with a
price tag and it doesn’t last. You can be at the top of search engines like Yahoo and Google tomorrow,
but if you stop paying you disappear from the search engines immediately. The Natural Way of getting
to the top of the search engines means being smarter and more patient, but the results are longer lasting
and cost less. The organic method is quickly becoming the method of choice because you can do it
yourself and you don’t have to regularly pay 100’s or 1000’s of dollars to get results.
Link Popularity and Relevance
The key to getting your website to the top of the search engines, especially Google (75% of all searches
today), is to understand link popularity and relevance. While there are many factors that contribute to
your websites ranking in the search engines, these two factors are Google’s most important. Link
popularity means that other websites have links to your website. Relevance means that the content of
the site that is linking to you is relevant to the page on your site that it links to.
Link Popularity can be accomplished in many ways. Find websites that are similar to yours and trade
links with them. As an example, say you have a Massage business and you specialize in 3 types of
massage, Acupressure, Swedish, and Lymphatic. You develop 3 pages on your website that explains in
great detail what each one is and the benefits of each. Sprinkle throughout the text hyperlinks to other
websites on the net that also explain in detail the methods and benefits of each. Get in contact with the
owner of the other website and ask for a link back to your page or site from them. Add links within the
text to other pages on your site as well. Internal link popularity matters also. Another way to gain link
popularity is to do local online advertising wherever you can. Google likes links from local websites
because it assumes that local is better. Many local organizations such as chambers of commerce and
community information sites offer free links. Take advantage of this wherever you can.
Relevance is a little more difficult to understand. It is related to link popularity. When Google searches
your website it looks for outbound links and compares the content on your webpage with content on the
page it has an outbound link to. When the content on the two pages of the different sites is similar
(important: NOT the same) then your ranking goes up. Google give you better ranking results when it
determines that your website is REALLY USEFUL to visitors and when your visitors can read your site
and find useful links to other sites that you link to with similar information, then it raises your ranking.
Google also considers your inbound links in a similar fashion (link popularity) If the site that is linking
to you has similar information as your webpage, then Google determines that the two pages are
“Relevant” to each other and gives you a higher ranking factor.
Other secrets to Organic Website Marketing
To Banner or Not to Banner, that is the question. While it is a true that the click through rate on banners
is low, don’t underestimate the value of a banner in your website marketing campaign. Banners provide
branding for your business as well as links to your website. Remember link popularity discussed above?
Banners count as links in the link popularity rankings so have banners readily available to exchange with
others and give to other websites to link back to your website. Make sure that you’re getting a link and
not just a banner. It must be a banner link!
Keywords and meta-tags are also important. Meta-tags are ‘hidden’ words embedded in the underlying
code of your website that help your rankings. If you don’t know about them, ask your website
developer. Make sure that your keywords and description and title tags are unique and relevant for each
page. Also make sure that the content of the page uses the same words and phrases that are in your title,
description and keywords.
Content is King. Perhaps you’ve heard this before. It’s been around for 8-10 years and it has never
been more important than it is today. If you can, have a page for each part of your business and talk it
up on that page, i.e. lots of words about the topic with links out to other websites with similar topics
(relevance ranking, remember?) then you are well on the way to a successful natural website marketing
Top Ranking Factors and Some Negative Factors
Here is a short list of positive ranking factors
• User of Key Word in Title Tag. • Age of Site
• Keyword Use in Body • Relevance of Inbound Links
• Text of Inbound Link • Popularity of Site on Topic
• Link Popularity of Linking Site • Freshness of content
• Link Popularity within the Site • Header Tag Relevance
Here is a short list of negative ranking factors
• Server inaccessible • Duplicate content
• Low Quality of outbound links • Link Schemes
• Keyword Spamming – Overuse • Duplicate Keywords/Descriptions
Organic Search Engine marketing can be a lot of fun because it involves telling in words what you tell
your customers every day. It important in any search engine optimization (SEO) program to monitor
your results for effectiveness and make changes regularly. While it can be time consuming the long
term benefits are great. You may want to hire the services of a professional to assist in certain
components that are difficult. All website developers are familiar with the concepts described here and
regular communication with your webmaster about your website are very important. Enjoy the benefits
of natural website marketing.
About the Author
Andy Main is the owner of Shasta.com, a Redding and Chico based Internet service provider. He has been building
websites and performing SEO (Search Engine Optimization) for customers for over 10 years. Access Now is the owner of
many north state city sites such as Chico.com, Shasta.com, Redding.net, Oroville.com, RedBluff.com, YubaCity.com and
Marysville.com and recently launched InstantYellowPages.com as a way for local business websites to increase their
rankings in the search engines with outside links that include keywords, text descriptions, products, and banners. Questions
can be directed to firstname.lastname@example.org.