Organic Search is the set of results shown to a user when they look for information using a search engine. Getting to the top of the results is one of the most important marketing strategies and by thinking about it from the start, can be a low or no-cost side-effect of designing your website correctly. Creating content that is useful and meaningful for your target audience is the key; and getting to the top of your keyword phrases is paramount.

Try imagining you are one of your target users - are they looking for an athletics club in their local area? If they search for 'Athletics clubs in Birmingham' does your site come up? If this is your target market, think about what Joe Bloggs might be searching for. Talk in his language, and create content targetted directly to him.

Organic Search positioning is improved by a number of things, most importantly the quality of your incoming links. So if your site is linked from a number of high quality sites, your site will be ranked higher. So try to create relationships with other webmasters in your area of specialism.