It may sound like a scenario played out of Gulliver’s travel where, as a small startup business, you feel you are quite insignificant to meet giants in the trade and too scared to imagine how you can ever scale the heights to reach where they are.
Being able to scale the heights is probably something that you are thinking about to see your business grow and not shrink. But what the startup status tells us is that some other factors like quality content and the brand can help you conquer and achieve organic growth.
So how are you going to achieve long term organic growth?
Before you find the techniques to help you navigate your way, let us first understand what organic growth.
 

So, what is organic growth?

Organic growth in digital marketing refers to the progress achieved through internal initiatives such as visibility, reputation, experience and expertise without spending cash. Organic growth is progress made by enterprise, as opposed to inorganic growth which is achieved by fusions or investment rounds.
Organic growth is the healthiest type of growth a company may experience and usually represents the strong and long-standing commitment it needs to build its business.
 

Why Choose Organic Growth

Some companies will choose an organic approach because they maintain control and preserve their image. But it’s not always simple, to achieve organic growth and strategies leading to the long term organic growth requires proper planning.
 

The difference between organic growth and inorganic growth

Cultivating long term organic growth means getting new customers for your business and expanding your business with existing customers. Primarily, you will use the tools that your company needs to develop. Such devices include your expertise, knowledge, friendships, etc.
The most extreme form of inorganic growth is the takeover, which increases a firm’s size and its profits rapidly but may mask some of the deep vulnerabilities that the business ends up revealing in the long term.
Nevertheless, if your business is still in its early stages, then organic growth should be your preferred growth strategy.
 

Ensure a strong technical foundation for crawling and indexing.

Search engines must be able to access and understand your content before other site users can find it. The search process applied as a matter of course, in the earlier days of the website when the environment displayed fewer complex issues and was mostly HTML based.
Now, it is simply not possible to ignore your technical basis.
In other words, many of your posts must be present on Google and other search engines. Here are three advantages;

• You have more significant opportunities in search engines
• Greater natural trafficability
• Larger capacity to take advantage of bio-search

Once you have more insight into how search engines crawl and make your content, perform optimisations that allow Google to index valuable contents and retain non-critical contents for an example: duplicates of content, pages for results of site search, etc.
You need to know how search engines crawl and make your website visible. Here is how to do this.

• Do search engines have access to your non-critical information? – You may block some sections of your website if you don’t want them to be crawled or indexed. You can use your robots.txt file to provide Google with guidance to ensure the non-critical material is inefficient for Googlebot.
• Are search engines spending time on meaningless material? You could spend time on it if you don’t block Google from your non-critical content, a waste of the crawl budget.
• Does your essential content ignore the crawlers? All the original content of your website is at Google’sGoogle’s disposal. When Google wastes time by browsing through unimportant sites, they might skip some of the exciting content.

The first step in making sure you optimise your Google index is to know which of your web pages Google visits or misses.
 

Build or obtain links back to your site and your excellent content.

Driving a backlink from an external website is like getting a good vote for your page. The more votes you get, the higher the rank your page scores in the search engine. You can obtain links back to your site by writing valuable and link-worthy content. Content should be unique, actionable, and relevant.
Here is a type of content you need to obtain links

• How to…
• List articles
• Quizzes and polls
• Definitive guides
• Statistics and infographics
• Comments on high-quality blogs

Revisit more advanced technical SEO opportunities and improvements

Statistically, site users are more likely to click on content that has a number. And if you include a number in your product title (and your meta description), you will smoothly by increasing your CTR.
First, increase the bounce frequency and the “time to live.” Google RankBrain wants you to publish a piece of content that will satisfy their users. And if after 3 seconds users leave your page (also known as a “bounce”)
This bounce rate is a signal from the user experience that tells Google that users don’t like your product.
 

Conduct a consumer analysis

Develop a clear picture of who your clients are, what motivates their decisions and kinds of goods and services do they prefer. Go the extra mile and conduct extensive research on just the nitty-gritty, including the companies they prefer.
A consumer analysis will help you identify the areas where you need to concentrate your marketing efforts, depending on your target client’s behaviour and expectations.
The knowledge you obtain from your research will help you avoid errors in your marketing strategy and will help you step up to the competition. Understanding the needs of your consumers will assist you in creating products and services that give great value to the customer.
 

Define your niche in the digital market 

Once you have done a proper consumer analysis and identified the kind of content the consumers need and prefer, then you can think more clearly about your niche and how you plan to fill that market.
Larger companies focus on a single market. If you want to attain long term organic growth, then you will have to choose what you want to do and do it differently than anybody else.
Identifying your niche will help you stay focused and provide the best to your consumers. You need to deliver services and your products that are unique to avoid getting stuck with your service.
 

Strive to be different from your competitors

Writing to create fantastic content on a subject ever seen on the internet will do wonders for your ratings. Having professionals goes a long way, not just crediting a health-related piece of content to an actual M.D.
Become a testimony to user credibility, but Google wants to recognise and credit authorship from confirmed and reliable sources more than a general content writer without experience in their field.
Naturally, linked keywords and subtopics are other robust strategies. The link words will include a multitude of subtopics, not just one keyword per article. Remember, to deliver the best content on your subject speciality. Broaden your thinking and focus on getting results.
 

Site authority 

The number of unique linking domains (ULDs) to your website and the relative value of these links has the potential to drive your page rankings. Even with high content, you won’t outnumber large players without high-performance.
You can target and draw keywords at lower levels of authority, and if the competition is small, you might get more prominent with the content alone, depending on your niche.
As time goes by and more people get sophisticated in SEO and content strategy, they will take advantage of the current opportunities. Without a persuasive authority, it will be harder to continue.
 

How can your site authority be improved?

These four tactics will assist you in improving your site authority;

• Public Relations
• Content marketing
• Outreach
• Guest blogging

Final Thoughts 

Businesses have significant goals, and you will need a website that runs at its fullest capacity to achieve Long term organic growth. Proper planning enables you to take the steps you need to improve your search potential and to maximise it.
After you have a strong technical foundation on your website, you will need content that addresses real issues for your audience.
Keep up for the next entry in our series where we dive into real digital marketing questions and how to produce content that answers them adequately.