You Want to Dominate Organic Search – OK, How?

Everyone wants to be at the top of Google search results, some Growth hackers will get you there for a (brief) period and others will convince you that simply writing continual content will eventually provide some results, but really it needs a mix of technology (understanding structured data, schema markup and on page optimisation) as well as knowing what you're optimising for.

The Changing Landscape of Google Search

Google's search engine is no longer just a list of ten blue links. With every update, Google has introduced new elements like featured snippets, the "People Also Ask" section, shopping results, local packs, and more. These features aim to provide answers directly on the search page, reducing the need for users to click on individual links.

Featured Snippets: These snippets pull information directly from web pages to answer user queries instantly, often occupying the coveted “position zero” above traditional organic results.

People Also Ask: This section displays related questions that users commonly search for, with expandable answers. These answers often come from different sites, further diversifying what users see on the results page.

Shopping Results, Local Packs, and More: Depending on the query, Google may show images, news articles, videos, and other multimedia elements.

User Behavior Insights: Google’s understanding of user intent and behavior has grown exponentially. It considers factors like click-through rates, dwell time, and bounce rates when ranking pages. This means that even if you rank, your position can be affected if users aren’t engaging with your content as expected.

Understanding Google’s Core Algorithm Updates

Google frequently rolls out core algorithm updates to improve the quality of search results. These updates can significantly impact how pages rank, often leaving website owners scrambling to adjust. While Google doesn’t always reveal the specifics of these changes, certain themes have become apparent:

1. Quality Content: Content must be valuable, informative, and tailored to user intent. The days of keyword stuffing and superficial articles are long gone.

2. E-A-T (Expertise, Authoritativeness, Trustworthiness): Google values content that comes from authoritative sources. Sites that establish credibility and provide expert-level content tend to rank higher. This basically means going out and getting proper backlinks

3. Mobile-Friendliness and Page Experience: ,Google prioritizes websites that are mobile-friendly. In addition, page experience metrics, including loading speed, interactivity, and visual stability, are crucial factors in ranking.

4. Core Web Vitals:These are specific metrics related to page speed, responsiveness, and visual stability. Poor performance in these areas can hurt your rankings. This is essentially your tech SEO.

5. User Intent Matching: Google’s updates increasingly focus on understanding the intent behind search queries. Whether a user is looking to learn, navigate, or make a purchase, Google aims to provide the most relevant results.

Why Dominating Search Isn’t Always Achievable

Given the complexities of Google's search ecosystem, aiming to dominate search results might not always be feasible. Here are some reasons why:

1. Search Features Limit Visibility: Even if you rank first in traditional organic results, featured snippets or ads may push your link further down the page.

2. Highly Competitive Niches: In competitive fields, established sites with high domain authority often dominate. Competing against industry giants can be incredibly challenging, especially for newer or smaller sites.

3. Continuous Algorithm Changes: Google’s frequent updates mean that what works today might not work tomorrow. Staying at the top requires constant adaptation and a willingness to evolve.

4. Diversified Search Results: With Google’s focus on delivering a rich variety of content types (e.g., videos, images, maps), not all searches will prioritize traditional web pages. For certain queries, video content or product listings might be more prominent.

5. User Behavior and Personalization: Google personalizes search results based on user behavior, location, and past search history. This means that no two users may see the exact same results for the same query.

Strategies to Improve Your Search Presence

While dominating organic search isn’t always possible, there are strategies you can employ to enhance your presence and capture valuable traffic:

My top recommendation: focus on what comes up first for on the listings for the specific search term.... if it's video, invest your content efforts in video, if it's "people also ask" then invest your efforts in this. If you want to get growth through marketing then you need to invest in what your audience sees, not what you think will work.

If you want to find out what is appearing fore the search term that your after then I would recommend using a tool such as SEMrush - it will show you the results for each term, in each country and each device. Simply, you just need a tool like this if you're doing or considering doing SEO, without it you'll never get the information you need to compete.

1. Optimize for Featured Snippets and “People Also Ask”: Structure your content to answer questions directly and clearly. Use headings, bullet points, and concise answers to improve your chances of appearing in these sections.

2. Invest in Content Quality: Focus on creating comprehensive, high-quality content that addresses user intent. Incorporate multimedia elements like images and videos to keep users engaged.

3. Enhance User Experience: Ensure your site is fast, (you can use Google's own tools) to test this, mobile-friendly, and easy to navigate. A positive user experience can improve engagement metrics, which in turn can boost your rankings.

4. Build Authority: Work on your site’s E-A-T by creating authoritative content, earning quality backlinks, and establishing your brand as a trusted resource in your niche.

5. Stay Informed: Keep up with Google’s algorithm updates and adjust your strategies accordingly. Use tools like Google Search Console to monitor your site’s performance and identify areas for improvement.

6. Diversify Your Traffic Sources: Don’t rely solely on organic search. Explore other channels like social media, email marketing, and paid ads to drive traffic to your site.

Conclusion

While the idea of dominating organic search is appealing, the reality is far more complex. Google’s ever-evolving algorithm, combined with diverse search features and changing user behavior, makes it nearly impossible to maintain a permanent top spot. However, by focusing on quality content, user experience, and staying agile with your SEO strategies, you can still achieve a strong and sustainable presence in search results. Remember, the goal isn’t just to rank—it’s to provide value and meet the needs of your audience in the most effective way possible.