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For the vast majority of search engines, search engine results pages feature two different forms of results:
In this video, we'll go into more detail on the difference, and how the two types can impact your marketing efforts.
Want to follow along with this lesson? Fortunately, we created a zip file which contains all the assets used in the project, and we've included that linkright here
When it comes to search results today, we generally look at two categories:
Paid search results and organic search results.
Paid search results are essentially ads. With these, your placement is usually based on the amount you're willing to bid for the ad's placement, and other factors like the quality and impact of the ad.
You can do this through Google, you can do this through Bing, through Yahoo. There are a number of search providers with whom you can set up ads.
If you're a law firm in Albuquerque focusing on intellectual property, you can set up a targeted campaign to drive traffic to your website.
If you're a global distributor of kale and you're looking to corner that market, you can set up campaign for that.
If you're international arms broker, you're probably violating Google's Terms of Service and you'll get removed from search results entirely.
For legitimate websites, this strategy can work really well, and you can set up a highly-targeted campaign. Again, paid search results usually show up first. An ad indication off to the side.
That's paid search.
Organic search results are results that come up organically. These are unpaid results. When someone Googles you, for instance, Google's looking at that search query and determining which pages on the internet are reputable and...relevant to your search.
It then displays those results. It ranks them based on that relevance. The top result gets clicked most often. The result at the bottom or the one on page 47? Not so much.
Paid search usually shows up first, with an ad indicator; organic search is unpaid. Based on reputability, and relevance. That's the difference between paid search and organic search.
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