When it comes to real estate, people usually shout out the mantra: location, location, location. When it comes to web real estate, you could say the same thing: location, location, location in search engines. Organic real estate on the web refers to the positioning your website has on the web landscape. A solid organic real estate design and SEO strategy will make a website as necessary a destination as the corner market. In short, organic real estate keeps a website from languishing unseen in cyberspace.

So how does Organic Real Estate work? What makes Organic Real estate, well, organic? The main feature of Organic Real Estate is quality, informative content. This is what sets quality SEO plans apart from those that are merely trying to trick search engine spiders. Content should be natural, not written as if composed by a machine. Natural, well-written web content will increase page rank at a faster rate than content that is written only with keywords in mind.

This is especially important for web entrepreneurs who run affiliate sites. Web surfers are getting savvy to the fact that many affiliate sites are just a dummy site set-up to “hopefully” bring in some sales. Experienced affiliate marketers know that you can make a site that is as competitive, and useful, as the affiliate’s host site. The more quality content there is on your site, the better an affiliate site can separate itself from the crowded web marketplace.

But Organic Real Estate is about a lot more than content—and this is where a lot of SEO plans fall short. In addition to providing content, a site owner must determine a target audience. In one way, content and target audience go hand in hand. You have to figure out target audience and tailor content accordingly. In addition, you may have a different target audience for different products or services offered on your site. Content and keyword targeting must be tailored to each potential type of client and customer.

Without these strategies, what will you have: a site that looks more like a link-factory than a trusted resource in a particular industry. In the past, people stressed the need for quality web design. While this is no doubt important, it is now much easier for amateur’s to design a high-quality looking site. It is far less easy for site owners to provide fresh and useful content. You’ll find a bevy of nice-looking sites with little or nothing to offer in terms of content. In Web 2.0, content is what separates the great from the mediocre, and the organic from the artificial.

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Think of the alternatives to custom content: no content at all or content that has been taken from another site. If those two options seem unusable, you’re getting a good idea of why custom content is so important. Looking at it another way: not having content is like designing a web site with the exact same layout as Amazon. This just isn’t done—your site needs to be unique to be effective.

The two keys to custom content are uniqueness and authority. An informed buyer is an active buyer. Don’t make a web surfer go elsewhere to find information on products and services. Everything a customer needs to know should be found on your site: informative articles, glossary definitions, reviews of products, answers to Frequently Asked Questions, and more. When all of this content is in place, a site will rank more highly in search engines, so a potential customer will have a better chance to come to the site and start perusing the information.

The idea is not just to sell specific products, but to sell the website itself, as well as sell the entire company. All of these things work in conjunction with each other. If people trust the information on the site, they’ll be more willing to make a purchase. In addition, there’s an element of gratitude for having direct questions answered. A site should never cover the bare minimum, but the gamut—every possible piece of information surrounding an industry, no matter how small.

Along with custom content there should be content organization. Just plastering long paragraphs of text on the screen will exhaust a web surfer before he or she even starts reading. Content needs to be well organized with relevant links both within the article and on the sidebar leading to information that corresponds to the original article. Just as the content needs to be well informed and well written, it needs to be well presented, or a web surfer is going to click out and move on.

All of these issues can make a website stand out from the vast array of sites online. People are more and more looking to the web for both information and shopping. At a content-rich site, surfers can kill two birds with one stone. These days, web owners are hiring copywriters to handle the task of preparing custom content. Each site will have a different demographic and require a different type of writing—for instance, technical or conversational—so it is important to find a content writing firm that specializes in a wide variety of industries.

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