Natural search

With roughly 75% of all Google searches resulting in a click on one of the first 10 organic results, it’s a necessity for most businesses to adopt a focused and ongoing SEO strategy.

Natural search results are the ones displayed after (usually 4) paid listings in search results. They are placed in order by Google based on their complex and constantly adapting algorithm, which is made up of a huge number of varying factors, all with different weightings.

In 2016 alone there were over 500 tweaks to Google’s core algorithm.

There is no definitive list of ranking factors or the importance of each, but by taking advantage of the information that Google has shared and combining this with years of experience, we have established a strong understanding how natural search works. We utilise this knowledge and combine it with a range of specialist software to help us to identify opportunities and optimise your website for natural search.

When it comes to measurement of natural search campaigns, we like to focus on the things that matter. We measure all of our work as closely as possibly against tangible business goals. Organic traffic and conversion metrics are generally the best way of doing this. If these can then be tied to sales/revenue, then we will look to factor in this data too, giving you a complete picture of the impact natural search has on your business.

We don’t use rankings as a core metric for measuring the success of our campaigns. There are multiple reasons for this, the main one being that rankings do not always translate into traffic and conversions as you would expect them to. You can be on the first page of Google for a keyword or phrase, but not be generating leads/making money from this. Equally, a good ranking for one keyword can easily mask missed opportunities and poor performance across 100’s/1000’s/10,000’s of other relevant terms. We do monitor ranking data, however we prefer to use this information for refinement and optimisation purposes, feeding learnings back into our ongoing strategy.