Search Engine Optimisation vs Organic Search Optimisation, this is where we are. 

OSO is seen as an evolution of SEO, emphasizing a holistic approach to brand presence and user needs across multiple platforms, rather than solely on-site and specific keywords. 

The old era is ending. SEO, as you know it, is leaving us - sadly.

And Organic search optimisation (OSO) is here. Organic optimization specifically refers to the "natural", non-paid techniques to achieve high rankings and brand growth. 

What’s the difference between Search Engine Optimisation (SEO) vs Organic Search Optimisation (OSO)? 

Let’s dive in.

1. SEO vs OSO: Vertical vs Horizontal reach

SEO = Vertical search rankings. The overall practice of improving a website to increase its visibility when people search for products and services through search engines like Google

OSO = Horizontal and Vertical search rankings. The specific focus on earning unpaid, natural rankings in search engine results pages (SERPs) from various channels across the internet. It can be UGC, SEO, PPC, social media Listings, direct mail marketing, etc.

SEO focuses on keyword optimization and user intent, while OSO emphasizes visually appealing and shareable content to maximize social media engagement.

As a marketer, you now need to think width, not height.

With perspectives, discover, videos, and Search Generative Experience (SGE), you'll be able to reach more people through content designed to rank.

Docs on long-term, sustainable visibility without direct payment for placement.

2. SEO vs OSO: Keywords vs Content

SEO = Keywords and queries.

OSO = Content based on emotional need states.

Overall, research shows that people go to the internet in emotional need states. Their thinking includes impress me, educate me, reassure me, show me, etc.

While search engine optimization in terms of keywords and queries targeted search volumes, Organic search optimisation targets content that solves needs. 

This brings targeted content to life. 

Brands can reach more people by creating and ranking content that matches those needs.

You’ll reach as many people who aren't in the market at the least cost.

3. SEO vs OSO: ROI, Sales vs Reach

SEO = Brands want ROI and short-term sales.

OSO = Brands want to increase their share of search.

SEO always struggles to justify itself, often because of an obsession with Google Analytics and ROI. Many SEOs can attest to this.

OSO, on the other hand, is all about increasing a brand's share of search. And other channels assist with this.

If the share of search is down, a PR or TV ad campaign might be needed.

If the competition are reaching more people with content, a content gap reduction strategy might be needed.

Share of search is the key measurement as that dictates better long-term sales potential.

4. SEO vs OSO: Availability vs Visibility

SEO: Your website is the obsession.

OSO: Mental and Physical Availability are the obsession.

More people will start to check out on other platforms. TikTok shop, Amazon, Instagram, and, indeed, how long before you can book consultations directly through LinkedIn?

Yes, your website is still hugely important (more on that in a sec), but reaching as many people as possible is key.

This will require brands to think differently and invest accordingly in their brand story.

Build a search world, not just a website. 

5. SEO vs OSO: Traffic vs Availability 

SEO: Traffic and Rankings.

OSO: Be your own search engine.

When creating content, aim for topical authority, not just ranking and traffic. When they land on your site, be so useful that they'll want to stay.

This is how you counter SGE: by being a high-quality information source.

6. SEO vs OSO: Traffic vs Performance 

SEO: Traffic focused

OSO: Performance focused

While SEO is focused on long term traffic, OSO is aligned with both performance marketing and brand.

It's PR, brand advertising, purchase intent, search engine rankings, the messy middle, reaching buyers not in the market, and yes, PPC. It’s the Swiss Knife of the current digital marketing space.

Expect seasoned search professionals to examine budgets, optimise for sales, and reach. The days of channel segregation are over.

7. SEO vs OSO: Profession

SEO: Requires an SEO practitioner.

OSO: Full-stack Marketer

OSO brutally examines performance and optimises for this.

OSO requires commercially savvy marketers who understand SEO, strategy, organic search, network science, search intelligence, content, social media, UX, marketing science, PR/DPR, brand marketing, PPC, and sales activation.

This doesn't mean to say they need to be experts in everything, but an understanding is required.

A Swiss Knife needs a skilled operator. 

8. SEO vs OSO: Campaign vs Reach

SEO: Campaign dependent

OSO: Infinite game.

You don't stop organic search optimisation, which is the basis of SEO, but also the focus of OSO.

Organic search optimization never ends; it’s an infinite game. The brand that gets this wins.

This is the future of search.

Conclusion: Message BoostSiteSEO for Guidance on SEO and OSO

Think of SEO as the long term care, and OSO as a whole house. In both cases, organic SEO is the foundation and structure that supports all. 

Paid SEO is like adding a temporary, expensive extension to get quick access. OSO is the Swiss knife that gets your brand out there.

And if you want guidance, then message us at BoostSiteSEO.com 

We will help your brand grow horizontally and vertically.