Organic Marketing


The Relevance of Organic Marketing to Ecommerce Businesses


Definition of Organic Marketing


Organic marketing is organic content strategy.

"Unpaid digital marketing." is the exclusionary definition of organic marketing.


Types of Organic Marketing
Organic marketing has 11 content format categories.


Organic marketing is predominantly written content.



But, Organic marketing also includes the following content formats:


  • Visual Content: Images, Videos, Animations & Gifs.

  • Interactive Content: Polls & Surveys, Quizzes, Maps, and Calculators and Tools.

  • Audio Content: Podcasts and Audio Clips.

  • Social Media Posts: Text Updates, Stories, and Reels or TikToks.

  • User-Generated Content: Reviews, Testimonials, and User-Created Photos or Videos.

  • Live Content: Webinars and Live Streams.

  • Tools and Resources: E-books, Guides, Templates, and Case Studies.

  • Visual Storytelling: Slideshows, Presentations, and Data Visualizations.

  • Communities and Discussions: Forums and Q&A Sessions.

  • Experiential Content: Augmented Reality (AR) and Virtual Tours.


Purpose of Organic Marketing



There are two organic marketing audiences:


  1. 1. Search Engines
    – Crawlers, Spiders, Bots, Algorithms

  2. 2. Consumers
    – Customers, Clients, Donors, Supporters
    – Leads, Prospects
    – Employees, Stakeholders, Partners, Investors

The primary goal aim of organic content strategy is to create content that effectively signals search engine crawlers.

This signaling is essential for search engine algorithms to index your page, a necessary step toward achieving a ranking for a target keyword phrase.

Organic marketing has two audiences: consumers and search engines.

Ranking, in turn, determines whether your page appears on the search engine results pages (SERPs).

A clickable link to a page only appears on a search engine results page (SERP) if its content is relevant to a queried keyword phrase. Keyword phrase relevance is determined by search engine algorithms.


So, it is for that reason consumers are secondary, because if a page doesn’t appear in the search engine results pages (SERPs), consumers will never see it.

Simply, first search engines, then consumers. That is the prioritization.


The 5 Organic Marketing Channels
There are 5 essential organic marketing channels.

An effective organic content strategy combines five key elements.

Together, the elements of organic content strategy work together to build trust, engage audiences, and drive long-term company growth.



Organic marketing elements include:

  • Search Engine Optimization (SEO): On-page, off-page, and technical SEO.
  • Content Marketing: Blog posts, videos, infographics, and guides to engage and inform users.
  • Social Media Engagement: Posting and interacting on platforms like LinkedIn, Instagram, and Facebook without using paid ads.
  • Email Marketing: Building relationships and driving traffic through newsletters and campaigns.
  • Community Building: Forums, reviews, and online discussions to build authority and trust.

An effective organic content strategy emphasizes cross-functional content creation. The purpose of cross-functional content is to boost SEO, engage audiences, and foster brand loyalty.

To achieve those three goals, a comprehensive strategy requires competitor research to understand industry trends, keyword research to target audience queries, content composition that incorporates cross-functional elements, and regular audits of existing content to ensure relevance and performance over time.

To provide a macrocosmic approach is why marketing firms typically offer four primary organic marketing services, organic marketing being one of the 6 sub-categories of digital marketing.


The 4 Organic Marketing Services


To create content that is relevant to a keyword phrase – i.e., to signal search engines for indexing and ranking purposes, – marketing firms can offer four core organic marketing services.


1. Competitor Research


Competitor research in organic marketing is the analysis of rivals businesses' marketing strategies, strengths, and weaknesses.
The aim of competitor research is to identify opportunities, refine strategies, and gain a competitive advantage in organic visibility.

Seven Competitor Research Services

  1. Keyword Gap Analysis – Identify the keywords competitors rank for but your site does not, revealing opportunities to target untapped search terms.
  2. Content Gap Analysis – Assess competitors’ high-performing content to uncover topics and formats missing from your content strategy.
  3. Backlink Analysis – Analyze competitors' backlink profiles to discover linking domains and strategies to strengthen your own authority.
  4. Competitor Website Performance Audit – Evaluate competitor site speed, mobile optimization, and Core Web Vitals to benchmark your site’s technical performance.
  5. Social Media Engagement Analysis – Examine competitors' social platforms to identify their audience interactions, popular posts, and engagement tactics.
  6. SERP Feature Tracking – Monitor competitors’ presence in SERP features (e.g., featured snippets, local packs) to optimize your strategy for visibility.
  7. Competitor Traffic Benchmarking – Use tools like SimilarWeb to estimate competitors' traffic sources, volume, and user behavior trends to guide your strategy.
There are 7 competitor research services.


2. Keyword Research
There are 5 basic keyword phrase research services.

Keyword research in organic marketing involves the identification of phrases and terms that users commonly search for in your industry.

The aim of keyword research is to drive targeted traffic, improve ranking potential, and align content with user intent.

Five Keyword Research Services

  1. Keyword Discovery – Identify high-traffic, low-competition keywords relevant to your business.
  2. Long-Tail Keyword Research – Focus on longer, more specific phrases to capture niche audiences.
  3. Search Intent Analysis – Evaluate keywords based on informational, navigational, or transactional intent.
  4. Competitor Keyword Analysis – Analyze the keywords driving traffic to competitor websites.
  5. Local Keyword Optimization – Research location-specific keywords to target local audiences effectively.

3. Content Composition


Content composition involves creating engaging, high-quality content designed to meet user needs and align with SEO strategies.
The goal is to boost rankings, build trust, and drive conversions.

Five Content Composition Services

  1. SEO-Optimized Articles – Create keyword-rich blog posts tailored to search engine algorithms.
  2. Multimedia Content Creation – Develop infographics, videos, and interactive visuals to engage users.
  3. Evergreen Content – Write long-lasting, informative pieces that consistently attract traffic.
  4. Content Series Planning – Develop ongoing blog or video series for continuous audience engagement.
  5. Conversion-Oriented Copy – Write CTAs, landing pages, and sales-oriented content for lead generation.
There are 5 essential organic marketing channels.


4. Existing Content Audits
Content audits include 5 services.

Existing content audits involve evaluating current content for performance, relevance, and SEO alignment.
The goal is to identify gaps, update outdated information, and improve user engagement.

Five Content Audit Services

  1. SEO Performance Audit – Assess content for keyword usage, meta tags, and overall search visibility.
  2. Content Relevance Analysis – Evaluate how well content aligns with current user needs and industry trends.
  3. Engagement Metrics Review – Analyze bounce rates, time on page, and click-through rates for improvements.
  4. Duplicate Content Check – Identify and resolve duplicate or cannibalized content issues.
  5. Content Refresh & Optimization – Update old content with new data, keywords, and insights to maintain relevance.