In today’s business environment, marketing on search engines is a necessity. Here is how it works. Paid ads are ranked and sold according to the amount of demand for the keyword that you are looking to purchase. All of the other positions on the page, including the maps, can be attained by following Google’s guidelines for organic SEO. These guidelines include keyword research, technical SEO, site structure, website speed, internal linking, content, and generating backlinks relevant to your niche.
Organic Search Results
Google’s organic, or natural, listings are achieved by key factors such as internal (on-page) optimization efforts including making your web site search engine friendly and providing quality content as well as external optimization efforts such as link building. It is estimated that 70% of users prefer to click on these results versus the sponsored listings on the right.
Prime Positioned PPC/Sponsored Ads
Google’s Prime Positioned Sponsored Ads are located at the top-most left portion of the SERPs. These paid advertisements are the product of Google’s pay-per-click service, Adwords. The ads here must be fairly relevant to your search criteria (much like normal sponsored ads) as well as attain a superior level of performance, measured by CTR (click-through-rate – the number of users that click the ad), to be featured in this section. An estimated 15-20% of users will click advertisements in this section.
Normal PPC (pay-per-click) ads within Google are located to the right of the search engine results page (SERP). These ads are the product of Google’s pay-per-click service, Adwords. The ads here must be fairly relevant to your search criteria and are ordered based on CTR (click-through-rate – the number of users that click the ad) as well as the price paid by the advertiser.
Google’s Local Listings will typically appear on the first page of search results when search terms include a geographic location (such as Car Dealer in Virginia Beach). Similar to organic listings, Local Listings are essentially free listings because they involve no click through fees. The criteria for rankings is based on a number of considerations: search engine optimization, proper geographic information listed on your website, and getting positive “reviews” through third party websites.