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Digital Marketing: Understanding Organic and Paid Search Results

Posted by Randy Smith on Feb 28, 2015 9:54:41 AM

There are two major types of search engine results: organic and paid.

  • Organic (or natural) search engine optimization and search engine promotion is the employment of a combination of both "on-the-page" and "off-the-page" tactics to improve the rankings of web pages on the textual organic search results pages of major search engines across a defined set of keyword phrases. An effective search engine optimization and search engine promotion campaign can result in high placements on the search results and lead to more targeted web site traffic. Methods include on-page structure, keyword density, unique content, inbound links, social media integration, and more.
  • Paid results or rankings are the result of just that: paying for positions in search results. Pay per click (PPC) is an advertising model used on search engines, advertising networks, and content web sites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown. These ads, in the internet marketing services world, are called a "Sponsored link" or "sponsored ads" and appear next to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster/blogger chooses on a content page.

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