What are Organic Keywords?
If you've been in the world of online marketing for a while, you've probably heard this saying: the best place to hide something is on the second page of Google search results.
It's darkly funny, but it's also painfully accurate.
Research shows that the second page of search results gets barely any traffic. Even the lowest-ranking results on page one have a click-through rate of just 2.5% or lower. If you're not on page one, you're essentially invisible.
In other words, it's hard to overstate the power of high rankings in search results - which means you need to find the right organic keywords. Strategic keywords can mean the difference between high visibility and being completely hidden from potential customers.
TLDR: Organic keywords attract unpaid search traffic to your website. Unlike PPC ads, organic results are cost-effective and build long-term authority. Find them by understanding your target audience, using tools like Google Analytics and Keyword Planner, and placing them strategically in titles, headings, meta descriptions, URLs, and naturally throughout content.
Wondering how to find those optimal keywords? We've got you covered. Let's explore what organic keywords are, how to find them, and where to use them effectively.
What Exactly Are Organic Keywords?
Organic keywords are terms that attract traffic through search engines whenever someone enters a query. In search results, pages using organic keywords appear below paid items like ads, featured snippets, knowledge panels, or map interfaces.
In other words, organic search results let users click through to your website without you paying for clicks. You're earning that traffic through good SEO, not buying it through advertising.
On your website, organic keywords tell search engines what each page is about. When a search engine's ranking algorithm crawls your page, it recognizes these keywords. This may prompt it to show your page to interested searchers looking for exactly those terms.
This is why choosing optimal keywords matters so much. They connect you to your target audience actively seeking the solutions you provide. The right keywords bring you qualified traffic - people who actually need what you offer.
Why Use Organic Keywords Over PPC Keywords?
First, let's be clear: nobody's saying you shouldn't use PPC (pay-per-click) advertising. PPC has huge advantages and can be a powerful strategy for brands of any size when paired with organic SEO.
But organic search offers several distinct advantages worth considering.
It’s Cost-Effective
The most obvious advantage? When someone clicks on an organic search result, you don't pay anything for that click. Yes, you invested time and potentially money into SEO setup, so it's not completely "free." But you're not paying per click the way you do with PPC ads.
It Targets Multiple Buyer Journey Stages
SEO is excellent for targeting multiple stages of the buyer's journey. PPC ads tend to be most effective for searchers ready to buy right now. But organic content can attract people at every stage - from early research to final decision.
It Delivers Long-Term Results
The work you put into organic search offers long-term, compounding results. Unlike PPC ads that vanish the moment you stop paying, good SEO content continues working for you month after month, year after year.
It Builds Trust and Authority
Organic listings help your brand build online trust and authority. High organic rankings signal to Google that you have valuable, high-quality content that searchers actually want.
Additionally, many searchers trust organic results more than ads. People know ads are paid placements. But if you're ranking organically at the top, they assume you earned that spot through expertise and quality.
That trust translates into higher click-through rates and better conversion rates.
How Do You Find the Right Organic Keywords?
Finding the right keywords takes time, effort, and the right tools. It also requires understanding your target audience and where they are in their buying journey.
Step 1: Consider Your Target Audience
Think carefully about who you want to reach, what they might search for, and how your offerings solve their problems. If you haven't already, consider creating detailed buyer personas to guide this process.
From there, determine where your target customers are in their buyer's journey. A customer still researching possible solutions will use different search terms than someone ready to make a purchase immediately.
Understanding this distinction helps you target both groups effectively with different content and keywords.
Step 2: Use the Right Keyword Research Tools
Several free tools can make organic keyword research much easier.
Google Analytics helps you identify which keywords already drive traffic to your site. This lets you leverage existing strengths or adjust your keyword strategy based on actual performance data.
Google Search Console allows you to see the average ranking position of keywords you're considering. This is excellent for checking monthly search volume before investing time optimizing for a particular keyword.
Google Keyword Planner is another free tool that helps you discover new keywords, track search volume, and analyze competition. It's free to use as long as you have a Google Ads account.
Note that major platforms like SEMrush and Wordstream offer alternatives if you want to explore beyond Google's ecosystem. Many provide free versions or trials to get started.
Step 3: Analyze Competition and Opportunity
Don't just look at search volume. Consider:
Keyword difficulty - How hard will it be to rank for this term?
Search intent - Are people searching to learn or to buy?
Competition - Who else is ranking for this keyword?
Relevance - Does this keyword truly match what you offer?
Sometimes a keyword with lower search volume but higher relevance and lower competition is more valuable than a high-volume keyword you'll never rank for.
Where Should You Use Organic Keywords?
When using organic keywords on your target pages, strategic placement matters for both readers and search engines.
Ideal places for organic keyword use include:
Page titles and H1 headings - Your most important keyword placement
Subheadings (H2, H3) - Use variations and related terms
Meta descriptions - Helps with click-through rates from search results
Image titles, file names, and alt text - Often overlooked but valuable
URLs - Keep them clean and keyword-focused
Link anchor text - When linking internally or externally
Obviously, you'll also want to use keywords naturally throughout your content. The key word here is "natural." The last thing you want is for readers or Google's crawlers to think you're resorting to spammy keyword stuffing, which damages trust and can hurt rankings.
A good rule of thumb: use a single primary keyword a few times throughout your copy - usually no more than once per hundred words. Also use a few varied secondary keywords scattered once per two hundred words or so.
Don't force it. If a keyword doesn't fit naturally, don't cram it in. Google is sophisticated enough to understand context and related terms.
Why Organic Keywords Matter for Your Small Business
Small business owners are always looking for ways to increase website traffic and attract more customers. By identifying and optimizing your website around the right organic keywords, you improve your visibility in search engine rankings, attract more targeted traffic, and ultimately drive more sales.
By strategically targeting the right organic keywords, you direct qualified customers to your site - people actively searching for what you offer. By creating quality content that addresses searchers' needs and interests, you establish authority in your niche and build long-lasting relationships with your audience.
For small businesses competing against larger companies with bigger advertising budgets, organic keywords level the playing field. You can't outspend the big guys on PPC ads, but you can absolutely outrank them organically with better content and smarter keyword strategy.
The customers you attract through organic search are often more valuable too. They found you because you had the answer they were looking for, not because you paid to interrupt their browsing. That makes them more likely to trust you and convert.
Get Expert Help With Your Organic Keywords
Organic search can be a powerful tool when you know how to use it effectively. Smart keyword usage can give small businesses a significant advantage over competitors who aren't investing in SEO.
Of course, optimizing for organic keywords may not cost money per click, but your time is valuable - which is why getting expert help makes sense.
At Your WP Guy, we can help you get more out of your keywords with less effort and stress. Our proven SEO strategies help you streamline your campaigns and see results faster.
But keyword optimization is just one piece of the puzzle. Your website also needs to be fast, secure, and working flawlessly to convert the organic traffic you're attracting. We handle all the technical details - speed optimization, security updates, regular maintenance - so your SEO efforts actually pay off.
You focus on running your business and serving customers. We'll make sure your website is optimized to attract and convert organic search traffic.
Ready to stop being invisible in search results? Request an appointment with us today. We'll show you how to leverage organic keywords effectively and ensure your website performs at its best.
Your competitors are ranking for keywords that could bring you customers. Don't let them have all that traffic.
