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When people refer to "organic SEO" (search engine
optimization), they almost always use it as a blanket
term to describe the unpaid, algorithm-driven results of
any particular engine. However, a sophisticated search
engine optimization company will often take the meaning
of "organic" one step further. To such companies, the
description of "organic SEO" is not limited to what
shows up in the "natural" search engine results - it
includes the methodologies used to achieve such
rankings.
A search engine optimization company usually falls into
one of two camps. A "White Hat" search engine
optimization company will use a largely content-based
approach and will not violate the terms of service of
the major search engines. A "Black Hat" search engine
optimization company will use a largely technology
driven approach and often ignore the terms of service.
Neither approach is invalid (as I have said many times
before, there is nothing illegal about violating a
search engine's terms of service), and both can achieve
high rankings. But a search engine optimization company
that takes the word "organic" literally believes that
the "Black Hat" approach is anything but "organic SEO."
There's an "old" saying in the SEO industry that
"content is king." This is not necessarily true. In my
experience, good content is king. Study after study has
shown that when people use search engines, they are
primarily seeking one thing: information. They are not
seeking to be impressed by fancy flash sites. They are
not looking for a virtual piece of art. A search engine
optimization company that is truly practicing "organic
SEO" recognizes this fact and will refuse SEO work when
prospects insist that content addition is not an option.
"Artificial SEO" firms, which embrace a technical
loophole philosophy, will allow a company to leave its
website exactly as it is, because the work that such
firms do is by and large technical and is designed to
trick the engine into showing content that it would not
otherwise. Certainly, there are acceptable (from the
engine's standpoint) technical aspects that any good
search engine optimization company will use, such as
relevant page titles and meta tags. But there are many
more unacceptable technical methodologies than
acceptable ones, including cloaking, redirects, multiple
sites, keyphrase stuffing, hidden links, and numerous
others. A company practicing "organic SEO" will avoid
these.
As any search engine optimization company knows, inbound
links are critical to the success of an "organic SEO"
campaign. But there are different ways to go about it.
Firms that practice true "organic SEO" will look at the
website itself and say "how can we make this site
something that other sites would want to link to?" A
search engine optimization company using "artificial SEO"
will ask "how can I get links pointing to this site
without adding anything of value to it?" The latter
approach usually leads to reciprocal linking schemes,
link farms, the purchase of text links, and more -
anything save for making changes to the website that
entice others to link to the site without the link being
reciprocated, without paying the website owner, or
without asking "pretty please."
There is a stark contrast between "organic SEO" and
"artificial SEO." Of course, any decent search engine
optimization company will make certain that a site is
listed in all the popular directories, such as the Yahoo
Directory, the Open Directory Project, and Business.com.
A good search engine optimization company will also
continually seek any industry specific directories where
your site should be listed. But truly using "organic SEO"
means evolving your site into something that holds
actual value to your prospects. In my opinion, this is
much more beneficial in the long run than the artificial
methodology of trying to garner incoming links that the
site does not truly deserve.
Search engines change algorithms frequently, and for two
reasons. One is, of course, to improve their results
based upon their most recent user studies. The other,
which is obviously related, is to remove sites that are
ranked artificially high. Such updates raise panic in
the SEO community - particularly among "artificial SEO"
practitioners who have just discovered that their most
recent and cherished trick no longer works (and may have
gotten their clients' sites removed from the engines
altogether). It is not uncommon on the search engine
forums to see the owner of such a search engine
optimization company threatening to "sue Google" over a
recent update. Not uncommon, but always amusing.
There is, with only a few exceptions, a common
denominator in the websites that remain highly ranked
throughout these algorithm shifts. They offer something
of value to their visitors and are considered a resource
for their industry. "Organic SEO" practitioners
generally do not have to worry about going back and
redoing work because of an algorithm shift. While an
"artificial" search engine optimization company
desperately tries to re-attain the rankings it lost for
its clients (or to get the sites re-included in the
search engine at all) because it was dependent on
technical loopholes that have now been closed, "organic
SEO" firms continue adding valuable content to a site,
strengthening its value and bolstering its rankings.
A common argument from companies when advised by
"organic SEO" practitioners to take this approach is "we
aren't trying to provide a resource for our industry -
we are trying to sell products or services." This is, in
my opinion, shortsighted. Remember, you are trying to
reach prospects in all stages of the buying cycle, not
just the low hanging fruit ready to buy now. Let your
website be their resource to learn about your industry,
rather than your overpaid salesperson. Prospects are
very likely to call you when they are ready to buy -
after all, you've done so much for them already!
In addition, taking advantage of "organic SEO" to make
your website an industry resource provides a tremendous
natural boost to your rankings for your individual
product or service pages. This means that with "organic
SEO", you'll get the best of both worlds. You'll reach
people early in the buying cycle, educate them, and
steer them toward your solution by using your website
instead of your sales personnel. You will also reach the
low hanging fruit because your individual product or
service pages, which are intended for people who are
ready to buy now, will get a significant rankings boost.
Search engines conduct very expensive and frequent
studies on what their users want to see when they enter
search queries. Obviously, no company has a more vested
interest in serving up the type of results that their
users want than the engines themselves. "Organic SEO"
firms will take the "piggyback" approach. A search
engine optimization company that uses "organic SEO" will
try to learn what the results of these studies were by
examining the sites that figure prominently in search
engine results over long periods of time. In this way,
the search engine optimization company is using "organic
SEO" to make the website not only better for search
engines, but also for the user- presumably, the engine's
internal research has shown that these sites have what
their users have consistently desired, study after
study. "Artificial SEO" practitioners have no real
interest in these studies- they are instead expending a
great deal of energy finding the next technical loophole
to exploit after their most recent one has failed.
The latter approach can make results erratic, but it
also raises a largër issue - the goal of the campaign.
If an "artificial" search engine optimization company
finds a temporary loophole in an algorithm that brings
your site to the top, but does not take the time to
delve into the user experience once a user gets to the
site, it will defeat the original purpose. You may get
plenty of visitors, but a large percentage of these will
be short-term visitors who do not find what they want on
your site and back out without a second thought. The
search engine optimization company did not "piggyback"
on the engines' research to learn what type of content
users wanted to see when they entered their query.
A search engine optimization company that takes a true
"organic SEO" approach will actually take the Merriam
Webster definition literally. A good website does have
the characteristics of an organism and does develop in
the manner of a living plant or animal. It builds upon
itself. It learns how it should behave for its own
benefit. Most importantly, it establishes its territory
at the top of the search engine results. And as the
organism thrives, artificial machine after machine fades
into obsolescence.
