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Organic Search – What You Need to Know as a Marketer

What is ‘organic search’?

Since no one technically performs an organic search, the better question is, “what is an organic search result?”

The business adaptation of the word ‘organic’ that we found is, “characterized by continuous or natural development.” A company, for example, can grow organically by selling more of what it has and by creating more to sell. It also can grow by making acquisitions—paying to grow more quickly.

In the world of online search, ‘organic’ is used to differentiate unpaid search results from paid results (we’ll focus on Google search results from this point forward, since Google is currently the dominant search engine).

Incidentally, organic search results are only possible because of paid search results. Conversely, ads are most effective when they’re on the same page as organic results. If Google displayed nothing but paid ads in search results, those ads would not get nearly as much visibility.

Otherwise stated, were it not for the organic part, Google would not have earned $26.3 billion* in search revenue in Q3 of 2020.

*Also includes revenues generated from advertising on other Google-owned and operated properties such as Gmail and Google Maps.

Invoking organic search results

To view organic results, type a query into the Google search bar and then hit the return key or click/tap the magnifying glass (it get less obvious from here).

The results for the query consist of information that Google extracts from online content that it knows about. This content can include text, images, and video.

How does Google know about specific content? Googlebot constantly crawls the web looking for new and updated pages, images, videos and more. Google adds to and updates its large index of webpages.

A common form of extraction and presentation is familiar to all of us. A query plus a chunk of extracted information looks like this:

Example Organic Search Result

The results key elements are a clickable (or tap-able) title and a short snippet of text from a larger body of text.

Organic search results are fluid. Which results are presented on the page and in what order is in a constant state of flux. Organic results often vary by the location of the person who enters the query.


If you are logged into a Google account in your browser window, some of the results you see may be specific to you.

To remove a lot of what Google knows about you as a factor, enter your query in an incognito or private browser window.

Google Chrome Incognito Mode


Organic results are not completely natural, to the extent that Google’s algorithm is very deliberate as to what someone is presented on the page.

However, ‘organic search results’ is a more euphemistic term than ‘non-paid search results’—so it’s as good a term as any.

Often, content that is discovered, extracted, and presented was done so without the content creator having had any intention for their content to be found and displayed by a search engine.

If someone is offended by seeing a reference to their content in the organic search results, they can tell Google and other search engines to stop displaying it. This is done by adding some code to their page that tells search engines, “do not add this to your index.”

On the other hand, if a content creator wants their content to be found, they can take deliberate steps to get their content extracted and presented in the search results. This practice is part of an inbound marketing strategy.

Part of inbound marketing involves creating content with the intention of having pieces of the content extracted and presented in the search results, along with a link to the full content.

The link is what drives new and repeat visitors (what Google Analytics calls ‘users’) to your site.

How does Google decide what to display?

Google has a sophisticated algorithm that decides what organic search results to display for a given query.

What is displayed generally depends on the relevance of the search result to your query and on the authority of the domain (company-name.com) that hosts the content.

Authority is determined by a number of factors, including the longevity of the domain and the quantity of content. Even more important is the objective quality of a website’s content. In other words, I can write what I believe to be a lot of very useful content—but it doesn’t matter what I believe. Others have to find it useful.

Others effectively vote for the quality of a website’s content in a number of ways. One way is by the amount of time they spend reading or staring at content. But the strongest yes vote for the quality of your content is when someone links to your content from their content—particularly if their domain has high authority. This link is called a backlink.

Let’s look at another #1 organic search result.

If you type ‘what is crm’ or just ‘crm’ into the Google search bar, the #1 organic search result you will likely see is reference to this article on the Salesforce.com website. Google’s algorithm has deemed this to be the best answer to your query.

Organic Search Result for "What is CRM"

According to Ahrefs.com, over 64,000 people per month in the U.S. find and visit this page through organic search.

In fact, Ahrefs estimates that Salesforce would have to spend a million dollars a month for pay-per-click advertising to get the equivalent traffic that this page gets organically. This is a dramatic example of why many businesses should make an effort to get at least some of their content to rank high in the search results.

Ahrefs Overview of What is CRM Post

To determine relevance, Google makes an association between your query and the words on a page. Google applies natural language understanding to the words.

Google’s AI tries to find contextual meaning on a page, rather than simply analyzing the page for individual keywords. It does this by applying the concept of entities. For example, in the right context:

  • ‘customer’ is a person
  • ‘competitor’ is an organization
  • ‘san francisco’ is a location
  • ‘desktop computer’ is a consumer good
  • ‘$799’ is a price

You can paste the text from one of your web pages into the box on this page and click the Analyze button to get a sense of how Google natural language engine interprets your content.

Other types of organic search results

Let’s refer to the results we showed above as ‘organic listings’ since there are other types of non-paid results that we believe qualify as ‘organic’, although they’re not normally referred to as such.

Featured Snippets

A featured snippet is a richer extraction of content than a listing. The snippet appears at the top of the search results. Here’s an example of a list. Other forms of featured snippets include tables and steps (such as recipes).

Featured Snippet: CRM Requirements

We won’t get into all the details of featured snippets, but you can learn more in this excellent article by Backlinko.

Local Pack

If you search for a local product or service, you will usually see a Local Pack somewhere on the page.

Google Local Pack: Plumber Near Me

The prerequisite for a business showing up in the Local Pack is that it has a Google My Business (GMB) page. Google automatically creates GMB pages for almost all local businesses — and for a lot of non-local businesses.

The brief advice here is to beef up your GMB page with reviews, posts, pictures, videos, products, services, and more.

People also ask

People also ask (PAA) is Google’s way of using the search query to form relevant questions and extract answers from the web pages in its index.

People Also Ask: Buying CRM

Once again, we won’t get into the details. But here’s a schooling on PAA from Joshua Hardwick of Ahrefs.

The elephant in the room

That is, organic listings have been increasingly crowded out by ads and other organic elements such as the ones above—to the point that for many queries, organic listings are “below the fold.” In other words, you have to scroll down the results page to see them.

Does this mean you shouldn’t try to get your content to rank high in the organic search results? Salesforce has given us 64,000 reasons (a month) with a single article as to why you should still make an effort to get some of your content to rank.

Because of the crowding out of listings, it’s generally better if you focus on content that will rank for queries that don’t trigger as many different forms of search engine results. Writing about niche topics and optimizing your content for longer tail keywords & for more Google entities are approaches to consider.