How To Improve Your Organic Search Engine Rankings

How To Improve Your Organic Search Engine Rankings

Marketers flock to the digital realm in pursuit of that coveted spot atop search engine results, where their website can attract organic, high-quality traffic, despite the fierce competition.

Why? Because free traffic is the holy grail of online marketing, and search engine rankings are the best pathway to achieving it.

In this post, we’ll delve into the art and science of Search Engine Optimization (SEO), unveiling the strategies and tactics that lead to improved organic search engine rankings.

Whether you’re a seasoned marketer or new to the game, mastering these techniques is the key to unlocking the flow of free, targeted traffic that can propel your online presence to new heights.

Contents ...

What is organic search engine ranking? Why does it matter?

Organic search engine ranking is the position your website occupies in search engine results pages (SERPs) based on its relevance to a user’s query. It’s determined by the search engine’s algorithms, primarily Google’s, which analyze various factors like content quality, keywords, backlinks, and user experience.

Why does it matter? Well, it’s all about visibility and credibility. When your website appears on the first page of search results, it’s more likely to be seen by users actively seeking information or products related to your niche.

This visibility can translate into higher website traffic, increased brand awareness, and, ultimately, more conversions or sales. Furthermore, organic rankings often carry more authority and trustworthiness in the eyes of users compared to paid ads.

In essence, your organic search engine ranking is a powerful indicator of your online presence and can significantly impact the success of your website or business in the digital landscape.

Elevating your SEO rankings with proven and unusual ideas

Elevating SEO rankings is about pushing beyond the conventional playbook and adopting strategies that defy the norm. It’s one of the areas where my “Unusual By Strategy” forte can take center stage.

In a digital landscape saturated with routine optimization techniques, your mandate can be to carve a unique path. This means going beyond the obvious keyword research and content optimization to unveil innovative tactics that spark curiosity and capture attention.

Your aim should be to disrupt the status quo by infusing creativity, strategy, and the unexpected into SEO practices. Whether it’s delving deep into niche-specific nuances, exploring unconventional content formats, or leveraging data-driven insights in unexpected ways, your mission must guide your brand towards standing out in a crowded digital arena.

The unconventional isn’t a mere option; it’s your competitive edge, the driving force that elevates SEO rankings and propels brands into the limelight.

8 solid ways to improve your organic search engine rankings

With my 40+ years of experience as a Brand Content Strategist, and my approach that thrives on the unconventional,  I present eight ideas that combine time-tested approaches with an extra twist to supercharge your efforts in improving organic search engine rankings.

Each idea has been carefully crafted to provide a fresh perspective on achieving the coveted top spots in search results – to help you stand out in the competitive digital landscape and make your SEO strategies work even harder for your brand.

How To Improve Your Organic Search Engine Rankings (Infographic)

1. Doing keyword research and optimization

Keyword research and optimization form the bedrock of a successful SEO strategy. It’s about understanding what your audience is searching for and aligning your content to those queries. Consider a hypothetical example: Suppose you run a fitness blog.

By conducting keyword research, you uncover that “best home workouts for beginners” is a highly searched query. You then optimize your content around this keyword, creating a comprehensive guide with exercise routines, tips, and video demonstrations for beginners.

When users search for this query, your content appears at the top of the search results, driving organic traffic to your website. The connection between keyword research, optimization, and content marketing is undeniable. Effective keyword research guides your content creation, helping you produce relevant, valuable material that addresses your audience’s needs.

Optimization ensures that search engines recognize the relevance of your content to specific queries, increasing the likelihood of ranking higher. It’s this synergy that enables your content marketing efforts to thrive in the fiercely competitive world of organic search engine rankings.


  • Identify high-value keywords: Begin by researching keywords that are relevant to your niche and have a significant search volume. Tools like Google Keyword Planner, SEMrush, or Ahrefs can help in this process.
  • Analyze user intent: Understand the searcher’s intent behind these keywords. Are users looking for information, products, services, or answers to specific questions? Tailor your content accordingly.
  • Optimize on-page elements: Incorporate your target keywords naturally into your content’s title, headings, meta descriptions, and body text. Ensure the content remains user-friendly and engaging.
  • Create keyword-based content: Develop comprehensive, valuable, and user-focused content around your chosen keywords. Address the needs and questions of your audience, providing in-depth information.
  • Regularly update and improve: SEO is an ongoing process. Continuously monitor your rankings and make adjustments to your content and optimization strategy as needed to maintain or improve your position in search results.
Unusual Idea


Consider an unconventional twist –”Voice Search Optimization for Conversational Keywords”– beyond the conventional keyword research and optimization. Imagine incorporating voice search optimization tailored to your fitness blog. With the rise of voice-activated devices, users now seek fitness advice through voice commands. To seize this opportunity, identify conversational long-tail keywords, such as “What are the best home workouts for beginners?” 

Create content that mirrors spoken language and provides concise, informative responses. This not only enhances your SEO strategy but also positions your fitness blog as a go-to source for voice search users, catering to a growing segment of the audience and giving you a competitive edge in the organic search rankings.

2. Publishing high-quality original content

Publishing high-quality original content is the cornerstone of a successful SEO strategy. It’s about consistently delivering valuable, informative, and unique content that resonates with your target audience. Consider a hypothetical example: Let’s say you operate an e-commerce site selling outdoor gear.

Regularly creating detailed product descriptions, user guides, and blog posts about outdoor adventures not only informs and engages your audience but also showcases your expertise. By consistently producing original content, you not only enhance your website’s authority but also provide search engines with fresh material to index, increasing the chances of ranking well for relevant keywords. 

The connection between original content and content marketing is seamless. Content marketing relies on the creation and distribution of valuable content to attract and retain a defined audience. High-quality original content forms the bedrock of this strategy, drawing in users, keeping them engaged, and ultimately driving organic traffic.

By consistently delivering original content that addresses user needs and interests, you not only enhance your search engine rankings but also foster a loyal readership and potential customers.


  • Keyword analysis: Start by conducting thorough keyword research in your niche, identifying terms with high search volume and relevance.
  • Competitor research: Analyze the content strategies of your competitors to pinpoint opportunities and gaps in your own approach.
  • Content planning: Develop a comprehensive content calendar that includes a mix of evergreen topics and trending subjects to maintain a fresh and engaging online presence.
  • Quality assurance: Prioritize the production of high-quality content by ensuring each piece is well-researched, free from errors, and provides genuine value to your audience.
  • User engagement: Foster user interaction by actively encouraging comments, shares, and discussions around your content, creating a more interactive and community-driven experience.
Unusual Idea


Consider inviting “User-Generated Adventure Chronicles.” Encourage your outdoor gear community to share their exhilarating outdoor experiences, complete with photos and vivid descriptions. By showcasing user-generated stories of real-world adventures with your products, you not only humanize your brand but also create a captivating and dynamic narrative.

This approach not only diversifies your content but also taps into the authentic voice of your passionate customers, building a deeper connection with your audience. As a result, you not only provide high-quality original content but also foster a sense of belonging and excitement around your outdoor gear brand that captivates both search engines and adventure enthusiasts.

3. Ensuring your web is mobile-responsive

Ensuring your website is mobile-responsive is a fundamental practice in the pursuit of higher organic search engine rankings. Picture this hypothetical scenario: You run an e-commerce site specializing in tech gadgets. With a mobile-responsive design, your website seamlessly adapts to various screen sizes and devices, providing an optimal user experience.

This adaptability matters, especially when users search for gadgets on their smartphones or tablets. By catering to mobile users, you not only enhance user satisfaction but also align with search engine algorithms, which prioritize mobile-friendly websites.

The connection to content marketing is clear. Mobile-responsive design ensures that your content, be it product descriptions, blog posts, or videos, is easily accessible and enjoyable on mobile devices. This accessibility is vital because mobile traffic accounts for a substantial portion of online users.

By embracing mobile responsiveness, you not only improve your SEO rankings but also expand your content’s reach to a broader and increasingly mobile-centric audience, thereby enhancing your content marketing strategy’s effectiveness.


  • Mobile-friendly design: Ensure your website employs a responsive design that automatically adjusts to different screen sizes.
  • Google’s mobile-friendly test: Use Google’s Mobile-Friendly Test tool to evaluate your website’s mobile compatibility.
  • Optimize page load speed: Compress images and use browser caching to improve mobile page load times.
  • User-friendly navigation: Simplify navigation menus and use mobile-friendly navigation patterns for a smoother user experience.
  • Mobile SEO check: Regularly review and optimize your website’s mobile SEO, including meta tags, headings, and content formatting, to ensure it aligns with mobile search requirements.
Unusual Idea


Consider implementing “Mobile-Responsive AI Product Guides.” These AI-driven product guides are designed to offer personalized product recommendations, reviews, and insights to users accessing your site on mobile devices. By tailoring the AI’s recommendations to the mobile user experience, you can provide on-the-go shoppers with a unique and valuable tool to assist them in their product selection journey.

This innovative approach not only enhances the mobile responsiveness of your site but also ensures that mobile users have access to dynamic, user-friendly product guidance and quicker mobile navigation, ultimately improving user engagement and organic search rankings.

4. Increasing page load speed optimization

Increasing page load speed optimization is a tried-and-true method to enhance organic search engine rankings. Picture this hypothetical scenario: You manage an online bookstore, and your website takes mere seconds to load.

Users can swiftly browse, view, and purchase books without frustrating delays. This exceptional user experience not only keeps visitors engaged but also aligns with search engine algorithms that prioritize fast-loading websites.

The connection to content marketing lies in the seamless user experience. When your website loads quickly, users can readily access and consume your content, whether it’s book descriptions, reviews, or blog posts. This ensures that visitors stay engaged and are more likely to explore additional content, thus increasing user dwell time—a factor search engines consider when ranking pages.

By optimizing page load speed, you not only provide a superior user experience but also improve your organic search engine rankings, thereby amplifying the impact of your content marketing efforts.


  • Content inventory: Create a comprehensive list of all your existing content assets for a clear overview.
  • Performance assessment: Evaluate each piece’s performance based on metrics like engagement, traffic, and conversions.
  • Audience feedback: Gather insights from audience comments, feedback, and surveys to gauge content effectiveness.
  • Gap analysis: Identify content gaps or areas where your brand can provide more valuable and relevant content.
  • Content optimization: Develop a strategy for optimizing and updating existing content to align with your brand goals and audience preferences.
Unusual Idea


Consider elevating your page load speed optimization with “Gamified Recommendations.” Implement a dynamic, gamified feature that loads swiftly, allowing users to answer a few fun questions about their reading preferences. Based on their responses, the feature instantly recommends books tailored to their tastes. This engaging twist not only enhances user experience but also capitalizes on fast loading times.

Users get immediate value, encouraging them to stay longer, explore your bookstore’s offerings, and, of course, enjoy faster page load speeds throughout their visit. By combining entertainment with optimization, you not only boost organic search rankings through improved user engagement but also infuse a touch of excitement into your online bookstore brand’s content strategy.

5. Earning high-quality reputable backlinks

Earning high-quality reputable backlinks remains a timeless strategy for enhancing organic search engine rankings. Imagine this hypothetical scenario: You manage a travel blog, and a renowned travel magazine features one of your articles on their website with a link back to your blog.

This powerful backlink not only validates your content’s quality but also signals to search engines that your website is a credible source. The connection to content marketing lies in the content you produce. When your content is valuable, informative, and resonates with your audience, it naturally attracts backlinks from reputable sources.

These backlinks not only improve your website’s authority but also enhance your content marketing efforts. Your content becomes a magnet, drawing in authoritative references that further boost your SEO rankings.

By consistently producing top-notch content and fostering relationships with reputable websites, you can continue to earn high-quality backlinks, solidifying your position in organic search rankings and extending the reach of your content marketing endeavors.


  • Competitor link analysis: Identify websites linking to your competitors and explore opportunities for obtaining similar backlinks.
  • Guest blogging: Contribute high-quality guest posts to reputable websites within your niche, including backlinks to your content.
  • Content partnerships: Collaborate with industry influencers and complementary brands to create mutually beneficial content that includes backlinks.
  • Broken link outreach: Identify broken links on authoritative websites within your niche and offer your relevant content as a replacement.
  • Online PR and outreach: Generate buzz around your content, products, or brand to attract attention from media outlets and authoritative websites, earning high-quality backlinks in the process.
Unusual Idea


Consider taking your backlink strategy to new heights with “Virtual Collaborations.” Organize virtual tours or interactive experiences that allow renowned travel influencers or bloggers to virtually explore exotic destinations. By providing these influencers with a unique, immersive experience, you can encourage them to share their adventure on their platforms with backlinks to your travel blog.

This novel approach not only secures high-quality backlinks but also captivates audiences with innovative content, amplifying your travel brand’s authority and reach. It’s a win-win, where your content marketing goes beyond traditional link building to deliver engaging experiences and tangible SEO benefits.

6. Optimizing all key on-page SEO elements

Optimizing all key on-page SEO elements is a foundational strategy for bolstering your organic search engine rankings. Consider this hypothetical scenario: You operate an online tech magazine, and your latest article about smartphone reviews meticulously incorporates essential on-page elements.

The title, meta description, headings, and alt tags are all thoughtfully optimized with relevant keywords, making it easy for search engines to understand the content’s context and relevance. The connection to content marketing is intrinsic. When your on-page SEO elements are fine-tuned, your content becomes more discoverable by search engines.

This improved visibility attracts more organic traffic. Moreover, well-optimized meta descriptions and titles serve as compelling snippets that entice users to click through and engage with your content.

The synergy between on-page SEO and content marketing is clear: optimizing these elements not only elevates your search engine rankings but also enhances the overall effectiveness of your content marketing strategy, driving more traffic and engagement.


  • Meta tags optimization: Optimize meta titles and descriptions, incorporating target keywords while ensuring they are enticing to users.
  • Header tags Usage: Implement header tags (H1, H2, H3, etc.) to structure your content and provide clarity to both readers and search engines.
  • Image alt text: Include descriptive alt text for images, incorporating keywords when relevant.
  • Content interlinking: Strategically link to other relevant pages within your website to enhance user experience and improve the flow of PageRank throughout your site.
  • Schema markup: Implement schema markup to provide structured data that helps search engines better understand your content and display rich snippets in search results when applicable.
Unusual Idea


Consider enhancing your on-page SEO strategy with “Dynamic Content Personalization.” Implement a feature that customizes on-page elements like meta titles, headers, and content based on user behavior and preferences. For example, if a user frequently reads articles about smartphones, your tech magazine could dynamically adjust on-page elements to highlight smartphone-related content.

This personalization not only improves user engagement but also aligns with on-page SEO optimization by ensuring that the content users see is closely tailored to their interests. It’s a novel way to enhance SEO elements while providing a more personalized and engaging experience, ultimately benefiting both your tech magazine brand and your audience.

7. Enhancing navigation and user-experience

Enhancing navigation and user experience on your website is a timeless approach to boost organic search engine rankings. Imagine this hypothetical scenario: You run a cooking blog, and visitors can easily navigate through your neatly organized recipes by cuisine, dietary preferences, or cooking time.

This intuitive layout not only keeps users engaged but also aligns with search engine preferences for user-friendly websites. The connection to content marketing is seamless. When users can effortlessly find and explore your content, they are more likely to stay, browse, and engage with multiple pieces.

Improved navigation and user experience lead to longer session durations and lower bounce rates—factors that search engines consider when ranking websites.

By prioritizing these elements, you not only provide an excellent platform for content marketing but also enhance your organic search rankings, making your valuable content more accessible and appealing to both users and search engines.


  • Implement a user-centric design: Prioritize a user-centric website design, focusing on providing an intuitive and seamless browsing experience.

  • Structured data and rich snippets: Implement structured data and rich snippets to enhance how your content appears in search results, improving click-through rates and user experience.

  • Accessible navigation: Ensure that your website is accessible to all users, including those with disabilities, by following accessibility guidelines and offering alternative navigation options.

  • Feedback and surveys: Collect user feedback through surveys or feedback forms to identify areas where navigation and user experience can be improved, and then take actionable steps based on this input.

  • User testing: Conduct user testing to evaluate the usability of your website and make necessary adjustments to enhance navigation and user experience.

Unusual Idea


Consider elevating your user experience with “Interactive Adventures.” Offer users a virtual cooking journey where they can choose their culinary path, explore various recipes, and access step-by-step cooking tutorials. This engaging feature not only enhances navigation but also makes learning to cook a delightful experience. Users can virtually ‘travel’ through your cooking brand’s offerings, picking up skills, and enjoying the process.

By gamifying the culinary adventure, you not only improve user engagement but also create memorable, interactive content that keeps users returning for more. This unique twist transforms your cooking brand’s content strategy into an immersive culinary exploration, making it not just informative but also entertaining.

8. Monitoring and analyzing with regularity

Monitoring and analyzing your website’s performance with regularity is a cornerstone of achieving higher organic search engine rankings. Picture this hypothetical scenario: You oversee a fashion e-commerce site, and through consistent monitoring, you detect a decline in traffic to a specific category of products.

Upon closer analysis, you identify that certain keywords related to those products have lost relevance. This critical insight allows you to promptly adjust your content strategy and optimize product descriptions, ultimately boosting traffic and conversions.

In the realm of content marketing, this practice holds significant value. Regular monitoring and analysis empower you to identify trends, detect issues, and gauge the impact of your content efforts. It enables you to refine your content strategy, focusing on what resonates most with your audience.

By consistently tracking performance metrics and adapting your content accordingly, you not only improve your search engine rankings but also elevate the effectiveness of your content marketing, ensuring that your efforts yield maximum results and sustained growth.


  • Keyword performance tracking: Regularly track keyword performance, identifying shifts in rankings and relevance.
  • Traffic analysis: Monitor website traffic patterns, including page views, bounce rates, and user engagement metrics.
  • Content auditing: Conduct periodic content audits to assess the effectiveness of existing content and identify areas for improvement.
  • Competitor benchmarking: Keep a close eye on competitors’ strategies and rankings to identify opportunities and stay competitive.
  • User Behavior analysis: Analyze user behavior data, such as click-through rates and conversion rates, to make informed adjustments to your content and design.
Unusual Idea


Consider elevating your monitoring and analysis with “Hotspot Heatmaps.” Implement an interactive heatmap feature that showcases the hottest fashion trends based on user interactions and sales data. Users can explore which styles, colors, or items are trending in real-time, fostering a sense of fashion discovery. This innovative twist not only enhances user engagement but also provides valuable insights for content creation and product selection.

By visualizing trends through a heatmap, you not only keep fashion enthusiasts engaged but also transform data analysis into an exciting fashion experience. This unique approach bridges the gap between analytics and user engagement, making monitoring and analysis a dynamic part of your fashion brand’s content strategy.

In summary

  1. Content strategy and SEO synergy: To improve your organic search engine rankings, it’s essential to integrate content strategy and SEO seamlessly. By optimizing on-page elements, creating high-quality content, and earning reputable backlinks, you can enhance both user experience and search engine visibility.

  2. User-centric approach: Enhancing navigation, providing interactive experiences, and monitoring performance regularly are key to maintaining a user-centric approach. Prioritizing user experience not only boosts rankings but also enhances content marketing effectiveness.

  3. Innovative content strategies: Unconventional enhancements such as interactive culinary adventures or fashion trend heatmaps can set your brand apart. Embracing innovation in content strategy keeps users engaged and ensures your content remains fresh and impactful.

Take your brand's content marketing from run-of-the-mill to remarkable

Shobha Ponnappa

"As a Content/Brand Specialist, and SEO/UX Writer, I can help transform your brand's online presence. I can lift it with innovative ideas to take it to an enviable position. Let's collaborate to create a captivating brand story, engage your audience, boost your online visibility, and increase your ROI. Take the next step towards your brand content success and contact me today."

Join My Community!

I Bring You:

Content Marketing That’s “Unusual By Strategy” … Tips, Tricks, Tactics, Techniques, Trends, Training.

Get my weekly ContenTracker Newsletter packed with loads of content marketing ideas – proven and unusual.

ContenTracker Newsletter

Get a free download of my ebook on “50 Unusual Ways To Use AI In Content Marketing” …  and transform your success.

Ebook Offer

Just fill in the form to join my community … we have big and small brands for company. You’ll stay on the speedway to growth.

50 Unusual Ways To Use AI In Content Marketing

Free Download

Just fill in this form and get this awesome ebook in your email inbox. Plus … each week you’ll receive my ContenTracker Newsletter that brings you tips, tricks, tactics, techniques, trends, and training on the latest in content marketing.