UPDATED | Looking for more visibility for your company’s website?  Or perhaps you’re in the process of developing a new site and you want to make sure it gets noticed.  While you may have heard of advertising or otherwise paying for improved search engine results, the obvious, and often overlooked, strategy to improve your search engine rankings is to focus on organic search engine optimization.

Organic SEO is the process of improving the visibility of your site’s search engine rankings via natural or unpaid for means. Organic SEO typically involves improving the content, infrastructure, or other technical elements of your site.

This means that when writing copy for your website you should give strong consideration to how your content might influence search engines finding your site. This is especially important when writing copy for your site's homepage or front door.  

Search engines use the content of your homepage to determine what your website is about. Search engines then use this information and match it to 'search phrases'. So in writing your homepage you need to consider what search phrases might be used by someone trying to find a website similar to yours.  In addition to copy rich in keywords, you need to give consideration to URLs, headings and sub headings, blog post titles and internal links.

Google’s crawlers love websites that have lots of quality inbound links.  This is one of the reasons why social media can be such an important element of your online marketing efforts. In addition to the ability to better engage customers and other stakeholders, social media can (and should) result in lots of inbound links to your website.  In short, the more people love your content, the more Google will want to return those results in the search engine results pages.