Organic (online) findability

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The importance of organic findability (also known as online findability) is growing. Search engines are the most important tools for Internet users to find information. After typing in a search term, you always get to see the sponsored results first. A list of websites then appears, matching the search term based on their content.

Any Web site on the Internet can basically rank in the organic search results, but in practice it is quite difficult to rank high in this list. One advised way to do this is to get started with SEO outsourcing with an SEO specialist (or agency).

What is organic findability?

Organic findability consists of the free search results within Google. The results are displayed below the paid ads. This is the process of getting higher in Google.

No payment is required to appear in this listing. How high you rank in search results is called organic findability. In addition to site content, the use of search terms plays a role in ranking.

Organic findability | Glossary of terms

Examples of organic findability

When working on good organic findability, your target audience is the focus. So make sure you know who they are and how they communicate. Use the terms they frequently use, for example on social media, as search terms in your own content. The chances of there being a 100 percent match between a typed search term and the keywords you use are then the highest.

Specifically, these are the benefits of good organic findability:

  1. Your target audience is looking for you. And not the other way around. This provides a number of advantages.
    • The conversations you have are a lot more fun and interesting than when it comes to outbound marketing.
    • You do not detract from your branding (by being heavily involved in outbound marketing, perhaps even in the form of cold acquisition).
  2. Good organic findability exudes confidence toward those searching for your brand.
  3. The predictability of organic findability is relatively high. Navigating Google’s updates is predictable even with a sustainable SEO strategy.
  4. Organic findability increases the intrinsic value of a business. Everything you invest in SEO pays off when you sell the business.
  5. Organic findability is more often than not the channel with the highest conversion rate (after all, that’s what it’s all about in the end).

Organic (online) findability in a nutshell

No time for a long article? No problem. Watch the video below for a summary of this article.

Organic (online) findability (video).

What isthe importance of good organic findability?

Organic findability results in the quality of content going up. Content good content is provided with relevant keywords for your target audience.

The better this is done the more likely it is that visitors from your target audience will land on your site. This effect is even greater if you make sure your site has a structure, which can be easily scanned by search engines.

What is the impact of good organic findability?

By paying too much attention to organic findability, it is easy to get into a cramp, putting almost only keywords in the content. In that case, you miss the mark, because the search engine will then conclude that there is false information.

The best way to optimize organic findability is to create good content and use keywords in it in strategic places.

My short checklist for organic findability

Are you going to work on organic findability yourself? Make sure you implement the crucial components of SEO. I’ve listed them for you.

  1. Reduce the loading speed of your website.
  2. Conduct extensive keyword research to ferret out the entire market.
  3. Optimize page titles and meta descriptions.
  4. Optimize canonical tags in your source code.
  5. Find and fix crawl errors.
  6. Make it easy for Google to crawl the site.

There is much more to improving the organic findability of a website, but this is a good start. Make sure you stay close to your target audience and optimize for the right keywords in your niche.

Tips for improved online findability

Keep in mind that SEO is a complex field and the specific needs, resources and implementation time can vary greatly depending on the specific site situation.

Component for organic findabilityRequired resources/peoplePriority (1-100)Time period for implementation (1-100)
Keyword researchSEO specialist, market researcher9070
Creating high-quality contentContent writer, SEO specialist9585
Technical SEO (including load time and mobile-friendliness)Web developer, SEO specialist8580
Link building (monthly)SEO specialist, PR team8090
Optimizing meta tagsSEO specialist, web developer7030
Social media integrationSocial media manager, SEO specialist6040
Local SEO (for local businesses)SEO specialist, local market researcher7570
SEO analysis and reportingSEO specialist, data analyst8060
Organic findability component, resources, priority and timeframe for implementation.

The priority score is based on how important the item is generally considered to be to a website’s organic findability. The implementation time is a rough estimate of the amount of work required to implement the component, with 100 being the highest value.

Both priority and duration are relative measurements. It is important to remember that SEO is an ongoing process, and it takes time to see results. You can’t do everything at once, and it’s important to adjust your strategy based on the results you get.

Commit to local findability

When you want to improve the organic findability of a website, it is crucial to create brand awareness while developing the company’s local SEO. The first thing that’s important: create a Google My Business profile. Through this platform of Google, you can manage and customize the company’s listing on the SERP. Next, it is essential that you make the website mobile-friendly for the searcher. This means a fast mobile website with responsive design that is easy to navigate.

The content you create must be relevant to the customer, wherever they are. Go for intent and pick the right keywords based on that.

What components does online/organic findability consist of?

Improving the online findability of a website consists of three major components. Content, technical SEO and link building. Below is my take on these components.

Optimization of content for online findability

In essence, optimizing content for online findability is all about relevance and value. It is crucial to understand the questions and needs of your target audience and develop content that not only provides answers, but also additional value. This means going beyond offering superficial answers, providing measurable value and creating an experience that motivates visitors to act further, whether that’s a purchase, newsletter subscription or other action. Also refer to my roadmap for more insight. When optimizing content for online findability, I consider:

  • Integration of keywords: Smooth and natural integration of keywords into content.
  • Relevance: Develop content that closely matches the search intentions of the target audience.
  • Quality: Creating in-depth, informative and valuable content.
  • Readability: Ensuring that the text is easy to read and understand for all users.
  • Uniqueness: Develop original content that stands out from competitors.
  • Multimedia use: Integrate images, videos and infographics to reinforce the message.
  • Call-to-action: Insert clear and attractive calls to action.
  • Internal links: Smart and strategic internal link structure to guide users and search engines through the site.
  • Use of headings and on-page: Effective use of H1, H2, page titles and meta descriptions for organic findability.
  • Timeliness: Ensuring that content is up-to-date.

Technical aspects of online findability

A website’s technical infrastructure is the foundation of all efforts aimed at organic findability. The goal is to create a seamless experience for both search engines and visitors. Technology can often be the most complex part of an online findability project, but it is essential to its success. When it comes to the technical aspects of online findability, I always initially focus on aspects that promote not only organic findability, but also the customer journey. Also see my technical roadmap for more details. Some of the things I consider in the technical aspects of online findability are:

  • Website speed: Optimizing load times to improve user experience and performance in Google.
  • Mobile Optimization: Ensuring that the website functions properly and is user-friendly on mobile devices.
  • Crawlability: Guarantee that search engines can effectively crawl and index the Web site.
  • Website architecture: Develop a logical, user-friendly structure.
  • HTTPS: Implement an SSL certificate for a secure user connection.
  • Duplicate content: identifying and resolving problems with duplicate content.
  • XML sitemap: Create and maintain an up-to-date XML sitemap.
  • Robots.txt: Correctly configure the Robots.txt file.
  • Structured data: Implementing structured data.
  • 404 and redirects: Managing 404 errors and setting up redirects correctly.

Link Building

Link building, the symbolic engine behind a campaign for online findability, is all about getting backlinks from other websites to your own site. In essence, the more quality links point to your website, the more authority search engines assign to your website. This process helps improve a website’s online visibility by ranking higher in the search results of search engines such as Google. But it’s not just about gathering as many links as possible; the quality, relevance and context of these links are key.

An effective link building strategy requires planning, research and strategic execution to ensure that the links you obtain contribute to your overall goals and strategy for online findability. It is an ongoing activity and must be done consistently and with integrity to ensure sustainable results. Also refer to my roadmap for off-page organic findability for more details.

What steps do I go through?

Improving the organic findability of websites is never a standard course. Keeping in mind difference in market, industry and geographical location, I go through the steps below.

  1. I map out the company’s objectives. An important component here is, are the goals a match with the resources the company has?
  2. What is the competitor doing? What does the market look like? Thorough market research is important in improving organic findability.
  3. With the external research done, I focus on creating the content strategy and a technical website analysis. Because of this foundation, we can focus only on the work with the highest impact later in the process.
  4. The monthly SEO strategy: with all the research out of the way, I get to work on the monthly SEO strategy. Because of the research, I know exactly what needs to be done.
  5. Monitor, perform work and report. In consultation with the client, I work structurally to improve organic findability. I do this in a transparent and sustainable way that focuses on results.

My advice

Organic findability is important. You can optimize them by knowing your target audience, analyzing their language and tailoring keywords accordingly. When producing content, focus on content quality and use enough relevant keywords.


Frequently Asked Questions

What is the importance of good organic findability?

Organic findability leads to the quality of content going up. Content good content is provided with relevant keywords for your target audience.

The better this is done the more likely it is that visitors from your target audience will land on your site. This effect is even greater if you make sure your site has a structure, which can be easily scanned by search engines.

What is the impact of good organic findability?

By paying too much attention to organic findability, it is easy to get into a cramp, putting almost only keywords in the content. In that case, you miss the mark, because the search engine will then conclude that there is false information.

The best way to optimize organic findability is to create good content and use keywords in it in strategic places.

How high should my website rank in search engine results to achieve healthy organic findability?

You would like your target audience to be able to find you properly, which is why organic findability must be addressed. With the search engines, you always come across paid advertisements of websites first and only below them do websites appear that meet the requirements of the keywords entered. If you have set keywords for your Web site that your competitor does not use, chances are you will rank well in the search engines with these words (because there is little competition).

But how high does your website need to rank in search engine results to achieve good organic findability? This can vary by keyword. If there is a lot of competition, you can often be happy if you show up on the first or second page.

After all, some people look beyond just the first page. But far from everyone, most people will click the first few links that appear in the search engines. So you should try to get on the first page of the search engines. This way, you have the greatest chance that visitors will click on your website and then proceed to a purchase or request.

Is it possible to improve the organic findability of my website itself?

There are many factors you can influence yourself if you want to improve the organic findability of your website. You need to know what to look for in this, for example, and then you can see what steps you can implement on your website yourself.

You could start by finding out for yourself what your target audience is looking for, what words are they using? What social media channels are they using? Through keyword research, you can often already find out the right words. You can incorporate these words back into the content on your website, using the appropriate tags, title and meta description. Make sure everything in the content is also correct so that it really adds value to your visitors. It is also important that the website has a good structure/structure so that visitors can find everything easily.

In addition, it is nice if your website can load quickly, so optimize the website and make sure you have a theme that can load quickly. So there are many factors you can already work on yourself to improve the organic findability of your website.

Does better organic findability also mean more sales?

The organic findability of your website is very important, they also call it online findability. Internet users are looking for information and they get it from search engines. A certain search term is typed in and then you see sponsored results first.

Next, websites that match a particular search term based on content come into view. Whether that better organic findability can then also mean more sales is a good question often asked. This is because chances are, if your website ranks well, you are likely to have many more visitors therefore customers who may proceed to a purchase.

So you have a greater chance of more sales because they know how to find you faster than the competition. This is why it makes a lot of sense to capitalize on organic findability, as this is the way to get everything possible out of it. It is a process that you do have to stay on top of, it takes time, but you can accomplish a lot with that, both for the short and long term.

What are the biggest components of organic findability?

If you are going to work on good organic findability then you need to know your target audience. Who is your target audience and how do they communicate? It’s about starting to use terms that they use, but social media also plays a big role in this. So by ensuring good organic findability, your target audience can find you better.

But if you are organically findable, then you also radiate confidence to individuals searching for you. It also further increases the intrinsic value of your business. What you will invest in SEO will also pay off when you sell a business. Important factors include reducing the loading speed of your website, as well as performing keyword research. Make sure you’re going to figure out the market and then play accordingly.

Optimizing page titles can thus also take place a lot easier, as can meta descriptions. So these are many aspects that you can already pay attention to yourself. Some components affect findability more than others, but they are all important to spend time on.

What is the advantage of organic findability compared to ad placement?

You would like to know what is the advantage of organic findability compared to ad placement, a good question. If you are going to place ads, you are going to pay to be more findable. So it costs you money every time to reappear at the top. Every time you have to incur new costs for this. But if your website has good organic findability, it won’t cost you money.

Your website is easy to find now and in a while, too, without spending money on placing an ad. So you’re going to make a one-time investment in organic findability, good texts, good links, etc., and then you keep maintaining that. It is a good investment for both the short and long term and also works continuously.

An ad is only short-lived and if you want to be more visible again you have to pay money every time so they have to put your ad back on top. So it makes more sense to spend time and attention on organic findability than to spend money every time on ads that only appear at the top of search results for a certain period of time.

What does a mobile-friendly website mean and why does it help my organic findability?

More and more people are using mobile devices to search for something, this could be a product or service. But it goes there because they use the Internet through their cell phone or other mobile device. They want to do a quick search, buy a product quickly or request a quote.

The advantage of a mobile-friendly website is that people can then quickly look at your site wherever they are and find the information they need. It is important in this day and age that your website is also highly visible on mobile devices, otherwise you will miss out on a lot of customers because the competition has thought of this.

Just think to yourself if you want to look something up, you do so on a site that is clear on your mobile device and where you can easily navigate to what you want to know. By capitalizing on this, it also contributes back to your organic findability. Even on mobile devices, customers can then open your website and take action toward what they want.

How long does it take before I see improvement in my organic findability when I apply SEO?

On the Internet, any Web site can appear in the organizational search results. But getting high on the list is tough anyway. Therefore, an SEO specialist is often hired to outsource the work to. If you do want to work on it yourself, you have to be patient.

It is not that within two days you will suddenly see yourself on the first page. It also depends on what factors you have adjusted or had the site adjusted for and how much competition there is. If you have a keyword for which there is little competition, you are often quicker to be found on the first page than if that forty companies want to rank for it as well. So it really depends on your goals, what you’ve already accomplished and how much time is spent on organic findability (and what adjustments are made).

It is a process. It’s good to map out your goals, and find out what the competition is doing. What does the market currently look like and how can you capitalize on it? External research needs to be conducted, creating a content strategy, for example, and analyzing a technical website is also part of it.

Is writing additional content crucial for better organic findability?

Thanks to organic findability, the quality of texts (content) goes up. Good content should have content with relevant keywords for your target audience. The better this is aligned, the more likely they are to land on your website.

It’s all about being more findable on certain keywords, so these should be the words your target audience uses. If this has been researched extensively, then good texts or blogs can respond to it. Google loves good texts, it should really add value to customers, they should get answers to questions they have here. If you can manage that, then writing additional content definitely contributes to better organic findability.

Updating regularly and adding texts is good anyway. Every time Google indexes that, they see that your website is growing, and that’s really an added value for everyone. Then keep making sure that you continue to capitalize on relevant keywords, you can do (or have done) a keyword research more often and then you will know which words you are currently capitalizing on best to reach your target audience.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 17 October 2023. The last update of this article was on 23 November 2023. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.