SEO rankings from natural search offer tremendous value to any website. Considering that nearly 70% of traffic to most sites are a result of search engines or contingent on the visitor stemming from a site they found in a search engine to reach your page.
Acquiring natural search rankings are a cost-effective means to reach a broader audience to sell products, services or information online. By understanding the premise of SEO and how to apply fundamental aspects of website optimization, you can dial in search results over time through content, relevance and the strength of your pages continuity by sending the appropriate signals to search engines.
The only thing differentiating any one website from another to a search engine is the topical focus, the method for organizing and structuring information and the optimization tactic used to convey and communicate prominence.
Volumes have been written about the importance and application of search engine optimization, particularly natural search with the underlying message of bridging the gap of relevance and discovery. People are searching for information, answers and solutions and the more continuity your content has with their search terms (through topical relevance) the more attention and market share your website can acquire within any given semantic structure of keywords related to their queries.
With millions of new websites being added to the web daily, the sheer number of aggregate pages on any topic (that is written with true intention) is expanding exponentially. So, how does Google or other search engines deal with this influx of information while still maintaining relevance and order in some sense of the word?, they limit the indexing of each keyword or shingle to 1000 search results.
What this means is, despite the number of pages for any given search, you are dealing with a set number of websites that all have some affinity with the topic, keyword or reputation of the search term you are competing for.
With this in mind, natural SEO rankings are a side effect of on page website optimization. Things such as (1) the number of words on a page (2) the types of supporting keywords present (3) which supporting phrases and modifiers used (4) the site architecture, is the site themed by sub domains, relevant sub folders or flat site architecture or links (5) consistent link structures and relevance or the title and tags (linking only when needed with relevant keywords to relevant pages) in addition to (6) off page factors, such as who links to you, with what text and how much authority and relevance the site linking to you has to each page.
Granted it may seem as simple as this when creating a checklist, but each stage must be introduced, balanced and optimized continuously until your pages and hence website cross the tipping point semantically for any given keyword and gain authority on a topic.
Natural SEO is not always about trying to fix a site to rank for specific keywords, it’s more about building a website with intention to devour a particular niche. It takes time to create content, time to develop internal and external links, time for search engines to assess, index and grade each page algorithmically as well as in context to the entire site, the sites linking to you and the impact and reach your website has on the web.
Time is the greatest commodity for natural search and SEO rankings are contingent on the volume of information for any given shingle (keyword, key phrase or group of related words). What this means is, the site with the highest relevance for any given keyword or key phrase (based on proximity, domain authority, link weight, relevance and hundreds of other metrics) is dynamically buoyant and rises to the top of SEO rankings easily.
The thing to consider is (1) are you targeting the right types of keywords (2) do you have enough supporting information on the topic within your website (3) is your website groomed to overcome the other 1000 search results for any given related query or nebulous and sparse when it comes to topical relevance?
For example, if you are on page 7 for a keyword, then you have some relevance for that keywords, but not enough link weight to push it past the other 60+ pages in front of you. However, by going back to look for relevant places from within your own site to link to your champion/landing page, making adjusting titles or tags and creating additional content on the topic you can shift this ranking factor without even venturing outside of your own site.
Most organic rankings are not hindered from off page factors/links (at least not as much as you would like to think) it really boils down to honing the on page factors under your control first in order to be considered a candidate for relevance by the search engines.