Organic SEO: The New Face of Change

Adrienne Wilkerson October 8, 2013

There is an old saying “nothing is as constant as change,” and this is perhaps never more true than with SEO (Search Engine Optimization). Google is constant adjusting and improving their highly secretive SEO algorithm to improve the transparency of the user online experience. Then you have the other four top search engines working to keep up with Google and give users a reason to switch: Bing, Yahoo, Ask, and AOL. But considering Google has 900,000,000 (estimated) unique visitors per month and it’s closest competitor, Bing, has 165,000,000, we are going to focus on Google first.

There are big changes afoot in the world of SEO, and have been for several years. It is no longer just a “simple” case of paying for link-building and not having to worry about quality content if your website was overly optimized on the backend. As with social media, most of this change centers around the end user. Now content is king, so it is more important than ever to have dynamic content. This way people want to “backlink” from their website to material on your website. There are some pretty specific ways you can go about doing this, and one company Raka Creative calls it the Inbound Marketing Trifecta. The way they summarize this is fantastic, so I’m not going to reinvent the wheel. Instead I’m going to recognize them as thought leaders in this and put a “backlink”.

Keep these three things in mind when strategizing your SEO:

Dynamic Content

Make sure the story of your buyers is driving the content you are creating and publishing, both on your website and in your blogs. Claim Google Authorship to build trust and thought leader status.

Social Signals

Engage consistently in a conversational and meaningful way with clients, buyers, and other experts in your industry.

Clean Linking

It is important to reach out to vendors, clients, and colleagues and offer to link their quality material on your website and other social media outlets.

Implementing these three areas on a consistent basis strategically positions your website to dominate organic searches in your market. Organic SEO will continue to bring you leads long after the material is posted, unlike paid SEO that will cut off the leads at the same time the payments stop.

So, take some time and identify the keywords you believe people could use to search for you, and weave them into your content, engage on social media, and practice clean linking. These three will be a rock solid foundation for your ongoing, lead-producing, organic SEO strategy.


Adrienne Wilkerson, President

Adrienne is one of the founders, an owner, and the president of BEACON. She specializes in content marketing, graphic design, branding, and training on Inbound Marketing techniques. She is the founder of Beacon Digital University and a co-founder of Alaska Inbound Marketing Summit. Adrienne was recognized as the 2015 Marketing Visionary of the Year by the American Marketing Association's Alaska Chapter and has won numerous awards for her brand and graphic design projects. In 2016, she was recognized as one of the Top Forty Under 40 in Alaska by the Alaska Journal of Commerce.