Optimizing a website for organic search

Optimizing a webpage for organic search is extremely important and crucial to webpage growth for many reasons. For starters, organic listings are authentic, unpaid listings that receive their traffic from unpaid search results. Organic traffic is the primary channel that inbound marketing strives to increase. This traffic is defined as visitors coming from a search engine, such as Google or Bing. It does not include paid search ads, but this does not mean organic traffic isn’t impacted by paid search or display advertising (Amber Kemmis, 2019). The inflow of traffic from organic listings is also consistent and not automated. This makes organic listings very cost-effective. While search engine optimization is a secondary consideration after web design and website formatting, it is still extremely important in the relevance of a webpage. SEO optimization is best accomplished by several things such as URL, Title Tag, Header Tags, Main Content, and so on. A webpage can be assessed as being entirely irrelevant to a search phrase, extremely relevant to a search phrase, or anywhere in between. If we want our webpage to rank well for the search financial management software, our first task is to maximize the relevance of our webpage to this search phrase (Larson & Draper, 2020.) Going off of this, choosing a relevant URL is extremely important. Choosing the words in the URL play a large role in the relevance in your webpage, and should contain the target keyword phrase within it. Choosing the right headers, and including the target keyword phrase in your header, for your webpage are equally as important factors to help search engines work better in showing your results because it gives them stronger cues towards your content. Another crucial factor is the main content of the webpage. A webpage wants to use its target keyword phrase at least once in the main content of the page. However, the phrase should only be used when it makes sense to the user. If the language on a webpage becomes stilted from overuse of a keyword phrase, the company has negatively affected its webpage user experience (Larson & Draper, 2020). While several other factors play a role in maximizing the relevance of a webpage, these are a few of the key, crucial tactics into best-accomplishing SEO optimization.

Choose a website and analyze it in the light of organic search. What is done well and what would you do differently and why?

The website I chose to analyze in the light of organic search is https://www.uber.com (Links to an external site.). This website has a pretty equal list of both things done well and things that I would do differently. I decided to check this URL’s score on www.seositecheckup.com (Links to an external site.), and Uber’s website received a score of 82 out of 100 – pretty good, but it leaves plenty of room for improvement. Another website, www.similarweb.com (Links to an external site.), shows that 98.65% of Uber’s traffic is organic, stemming from keywords such as Uber, Uber driver, Uber driver login, Uber eats, and Uber login. Uber as a company has created several sectors for itself to where organic search seems extremely natural for them. Uber started as a simple ride service, with the ability to become employed as an Uber driver. Now, years down the line, the company has created Uber Eats, Uber Freight, Uber Business, Uber Transit, Uber Bike & Scoot, and Uber Elevate. Something I feel Uber has done well for its webpage is that all of the controls for the products and services listed above are simple, clear, and easy to navigate. The URL’s contain the proper keyword phrases and are straight to the point. For example, https://www.uber.com/us/en/ride/ (Links to an external site.) is the URL for a simple uber ride, https://www.uber.com/us/en/deliver/ (Links to an external site.) is the URL to become an Uber Eats delivery driver, and https://www.uber.com/us/en/drive/ (Links to an external site.) is the URL to become an Uber Driver. On the potential improvements side, I would suggest including more animation, photos, and videos on the webpage that may explain their products/services better. This may provide more engagement from users on the webpage that may not want to read through each product individually. The webpage doesn’t have much to display that makes it or the services stand out. Overall, aside from this, I do feel that Uber has done a spectacular job in the light of organic search, resulting in extensive traffic flow with minimal costs associated with their listings.


Larson, J., & Draper, S. (2020). Digital Marketing Essentials. Edify Publishing.

Kemmis, A (2019, October 1). The Difference Between Direct and Organic Website Traffic Sources. Retrieved from https://www.smartbugmedia.com/blog/what-is-the-difference-between-direct-and-organic-search-traffic-sources (Links to an external site.).

I need a 300 word response for the above passage answering the following:

Do you agree with their analysis of the website? Why or why not? What additional recommendations would you suggest for the website?

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