There are two kinds of search results: paid results and organic (or natural) results
Paid results are those listings that require a fee for the search engine to list their link for particular keywords. The most widely used form of paid listing is Pay Per Click (PPC), where you pay each time someone clicks on the link in your advertisement. The price increases with the competitiveness of the keyword. Google AdWords is one popular form of paid search advertisement.
HubSpot Tip Get the most out of paid search listings
If you’re going to do paid search listings, do it right. To get the most out of your paid search listings, check out:
|
Organic results are gathered by search engines’ web crawlers and ranked according to relevance to the search terms. This relevance is calculated by criteria such as extent of keyword match and number of sites linking to that website. It is much more valuable to be listed highly in the organic results than in the PPC advertisements.
Benefits of being listed in organic results:
- No cost - organic results are listed based on the search engine’s measure of your relevance and quality, not your advertising dollars, so you don’t pay a “tax” per click
- Get more traffic - most people click the organic search results, not the paid advertisements
- Get visitors with a higher education - research shows those who click on organic search results more often have a higher level of education
- Longer lasting rank and traffic - search engines record your ranking history, helping you rank highly in the future, and they only reevaluate your rank every few weeks or months, allowing you to maintain your rank longer
Paid (Pay Per Click) Results (25% of Clicks)
Organic Results (75% of Results)
- Free
- More traffic
- Smarter people
- Longer lasting
Source: MarketingSherpa & Enquiro Research
HubSpot Tip Understand Google
If you understand how Google works, you will better be able to utilize it to your advantage.
|