Five General, Overlapping Areas of Interest for Organic SEO-driven Marketing Strategies

Many of the improvements that organic search engine optimization (Organic SEO) brings to internetbased marketing are incremental, in that they do what keyword-based and pay-per-click techniques have always done, only more efficiently. Those innovations may be of interest, even great interest, but they cannot really be said to have strategic consequences: that is, they are simply better ways to implement strategies that were possible using keyword-based and pay-per-click techniques. But organic SEO also supports marketing strategies that, previously, were poorly supported or not supported at all over the internet.

Why is this? In general, organic SEO has come about because the emerging generation of search engines is “learning” to examine web content in ways that are similar (or, more properly, analogous) to how people actually read that content. Of course these engines don’t really understand what you write, but they are able to make surprisingly good guesses about whether you’ve written something that a human being could understand, and they can do this in surprisingly sophisticated ways. They work by analyzing the actual content of a web site (or blog, or RSS feed) in terms of the language it employs. They respond remarkably well to “long tail queries” that are phrased as the kind of questions we ask each other (as opposed to bundles of keywords that we guess a search engine might be able to handle). For instance, if I ask a search engine, “What widget engineering quality assurance techniques best address doohickey coupler instability?”, and your company has published a deep article that addresses that very question in detail, the search engine is likely to return that article on the first page of results, no matter how many millions of articles reference “widget”, “engineering”, “quality assurance”, “doohickey” and “instability” in other contexts. (Of course, there is much more to organic SEO, but without this basic point there’d be no need for us to talk about the rest.)


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