Learning About Search Engines
Over 85% of all purchases come from major search engines such as Google, Yahoo, and Bing. They’re central to any company’s marketing strategy. Since Google has the majority of volume, SEO campaigns use their ranking system as a baseline.
Varieties of Search Rankings
Google has three distinct ranking modules; organic, pay per click, and local. Each of these modules uses different ranking criteria. They can also feature varied results depending on your SEO strategy.
Organic search results are what we associate with Google. These are the websites that populate after a search is complete. Google lists the websites according to the relevance and authority they hold. These results gather 80% of clicks on Google. They don’t cost business owners anything to rank.
Pay Per Click (PPC)
Pay per click rankings is identifiable by their ‘Sponsored Ads’ tag. They sit at the top and to the right of the organic search rankings for a keyword or phrase. Pay per click ads is paid advertising that is administered through Google Adwords. The number of clicks generated through search results is one factor in the cost of this service.
Local Search Results
Local search results use a ‘Map Pack’ to generate relevant information. The results that populate from these searches are usually local businesses or destinations. They also feature a map and knowledge graph which includes relevant information.
Local search is becoming more important as Google attempts to tailor its results to the individual. As an example, it wouldn’t make sense for the results to display a business far away if there’s a closer alternative for the user to visit.