The Difference Between Paid and Free Rankings on Google

The Difference Between Paid and Free Rankings on Google

Of all the search websites, Google gets the most play. According to a study performed by ComScore, Americans conducted over 13 billion searches in April of 2009 on Google. That statistic alone exemplifies the importance of getting found on Google. Because if your website isn't being found, your competition's is...and a major opportunity to generate leads is being handed to your competition on a silver platter.

Search Engine Marketing and Search Engine Optimization have become terms more businesses are zeroing in on...not only because of the potential volume of website visitors that can be drawn from the search engine, but because of the focus those searchers have! They're on Google because they're looking for something. Comparatively speaking, a person on Facebook or a blog may not have a definite agenda or specific goal in mind. On a search engine, people are looking for precise results.

When you conduct a search on Google, you're presented with two types of results: the "organic," or "natural" results, and the paid, or "sponsored" results. The natural results appear on the left and generally take up the majority of the page, while paid results appear in the right-hand column of the search engine, as well as at the top of the page in some instances.

Appearing in paid results are contingent upon how much you are willing to bid for each keyword phrase. Companies willing to pay a higher bidding price for a term are more likely to have their ad shown more frequently. Google also considers the quality of the ad to determine its placement.

The organic results are based on quality content and what Google believes will be valuable, relevant information congruent to their users' search. If your content and/or website ranks well in the search results and a user clicks on your link, you don't owe Google a nickel. Even better, research has shown that 75% of users click on organic search results, while 25% click on paid results.

While much can be said about the strength of a Google AdWords campaign, it is far more ideal to generate free traffic from Google as opposed to paying for it. This is where the value of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) skyrockets.

If you have a substantial advertising budget, implementing a Google AdWords campaign can significantly affect your business in a positive way. But even with AdWords in place, placing strong emphasis on SEO and getting your content and site ranked on the top spots on Google is more beneficial to your results.

A recent study shows that Google's first page captures 89% of user traffic, meaning that hardly anyone ventures to the second page and beyond. To further stress the importance, the number one ranking on Google captures about 42% of the traffic. So ranking high for the relevant keywords most related to what you do is extremely important.

Understanding how search engines rank your website is vital if you wish to stay competitive in an evolving, consumer-friendly market. More and more, people are relying on search engines to gather information, make purchases, and side-step many of the interruption-based marketing techniques that have lost impact over time. You can learn more about dominating the search engine rankings by subscribing to my blog.

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