By : Nidhi Gupta

The organic results are those that display to the left and below “Sponsored Sites” or “Sponsored Results at Google, MSN and Yahoo!. These “Sponsored” advertisement boxes are part of Pay Per Click programs where site owners bid for positioning. Site owners want to be in the top 5, 10, top page for organic (free) listings. Shuffling or adding keywords in your Meta tags won’t do it. Search Engine Optimization (SEO) isn’t the end-all-be-all either. You have to have a well rounded, smart, long term marketing plan for your site that includes certain basics for you to rise in the organic rankings.

Issues for consideration to gain improved organic listings:

• Look at your Web marketing plan as a long term effort. New sites are in Google’s sandbox for 6 months or more, and it will take time and effort to be viewed as more relevant than the sites that are already online in the free positions you seek.

• Part of putting your plan together is to do a search with your top keyword phrases on the various search engines so that you are aware of the competition and the volume of sites already successfully ranking for the terms you are targeting. This gives you a real-world understanding of the level of competition you will be up against.

• Understand that how your Web site ranks has nothing to do with how good you are at what you do. It has to do with how good your site is and how good others including the search engines think your site is. That requires a long term realistic marketing plan to grow your site to be the best most comprehensive resource on your product or service for your site visitors. It doesn’t happen overnight or just because you say you want it to.

• Forget about trying to rank for one-word keywords. It is much too difficult and in some cases downright impossible. Concentrate and target 2-3 word phrases instead of one-word keywords and you’ll get more targeted visitors as well. Use several tools to assist you in investigating what keyword phrases your target market is actually using.

• Make sure each page within your site targets and is optimized for only one or two, 2-3 word keyword phrases each. Niche is what works for organic listings! Search results are based on numerous factors; one being relevancy for the terms the searcher is using. If you are targeting 10, 20, 30 terms per page, that page is not strongly about any given topic vs. another site that has a page or pages concentrating on just one or two phrases each. Keep in mind that less is more when it comes to targeting keyword phrases on a page by page basis.

• To “top” the sites already out there, you have to just Top them! If you don’t have anything unique and of quality or value to offer, you’ll never push those who already hold these positions out of your way.

• Plan on adding new information to your site on an aggressive basis-daily, weekly, minimally monthly. Resources, white papers, “how tos” not only add value but will naturally work wonders as keyword targeted pages. Offer the type of information those seeking your product or service will find useful and search for and that other sites will want to link to. Cheating and using content generating software will get you nowhere. You need to have well written content of value; not keyword stuffed ramblings.

• Plan on having lots of patience. Any business that hopes to succeed needs to take a consistent and informed long-term approach. This applies to organic listings ten-fold.

These recommendations require your time, effort and a realistic understanding of how organic listings are accomplished. But this is the reality of how great listings, over time, are attained. It is really quite simple - strive to make your site the best it can be; THE site for your product or service and your rankings will improve!

Without implementing the above, you are left with only one choice in order to get visibility to those searching for your product or service. You will need to invest in a well planned Pay Per Click program and the corresponding budget necessary to reach your goals.

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