The world of organic search has evolved dramatically over the past 10 years, as has the search engines results page (SERP) itself and the SEO tactics required to achieve success in the space.
Even with the dynamic evolution of the channel, some principles have remained true throughout the years and continue to work. These include:
- Applying a direct response methodology to organic search.
- Going granular in keyword-level data analysis.
- Striving for quality, not quantity.
Companies that are driving large-scale, sustainable revenue, and customer acquisition through the organic channel have embraced these principles. In many cases, they treat and measure SEO much like a paid search program with discipline around testing, experimentation, and granular analysis. And it all starts with keyword selection.
If you’ve been in the organic search field for any length of time, this is second nature to you. Search volume is clearly a critical factor in determining the keywords you’ll focus on, so we won’t expound on this factor. But don’t stray from low volume terms simply because the traffic is on the lower end of the scale.
Massive amounts of online revenue can be generated from a collective set of low volume, long tail terms that individually only receive a handful of conversions each month, but collectively make up more than 70 percent of all non-brand revenue. This is usually achieved through a well thought out technical architecture within large e-commerce sites.