Organic results

Organic results are pages which have been ranked based on the Google Algorithm which uses hundreds of signals.

Some of these will include: 

  • Quality content
  • The number of backlinks to a page (Off-page SEO) 
  • The keywords you use on your page (On-page SEO) 
  • Your site’s technical capabilities
  • Site loading speed 
  • Brand presence and trust signals
  • Featured snippets, which are a short section of content pulled from a page and they can be simple text, FAQs, a bulleted or numbered list, tables, or even videos.

As we mentioned earlier, some SERPs will display more organic results than others due to the different intent of various searches. At CharityWise, we tend to bucket queries into three different areas: informational searches, navigational searches, and transactional searches.

What are Informational searches? 

Informational searches are when someone is looking for information around a specific topic of interest. Usually this are quite broad and often contain ‘who’ what’ why or how within the query so as an example it could be something like; ‘how to create a website”, Or “how do I build a website for my charity?”

Usually with terms like this, the majority of online searchers are not looking to buy anything, so only informational results are displayed on the SERP. 

Navigational searches

Navigational queries are when someone is looking for a specific brand or website. Typically, this is where users are trying to find a website they have forgotten.

Making sure your business or charity ranks well for your brand terms is really important. You can use PPC here, but it can often be a waste of budget and not an approach we would recommend.

Transactional searches

Transactional queries usually show a user is much further along their online journey and getting closer to purchase. They will usually include terms like ‘buy’ or ‘donate’ – often accompanied by a local variant – ‘where to buy near me’ suggesting a strong desire to make a purchase / give a donation.