Organic advertising, or SEO (Search Engine Optimisation) as it is more commonly referred to, is the cornerstone of any online brand development and advertising activities. According to Wikipedia:
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as “natural” or “organic” results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.
What this means is that organically advertising on Google, or engaging in SEO, effects the order of the listings that appear underneath the ads in your search results. You tell a search engine (think Google, Bing, etc.) what you want and it gives you pages and pages of results that it thinks are relevant. But did you know that these search engines play favourites? That’s right … those very first few results underneath the ads are placed there because your search engine likes them better than other pages.
Why does Google like some pages better than others I hear you ask … what a wonderful question. The simplest answer is that those pages have been created to be more appealing to search engines. The process of doing this is called SEO.