The basics of Search Engine Results Pages
A lot of people ask us what organic search rankings are. There may be some connotation that it has to do with the latest eco-friendly search engine, so we wanted to clarify the three basic types of search results. In our diagram below you’ll see three circled areas on the search engine results page (SERP).
Area #1 is what is referred to as a local result, this type of search result is typical when searching for a product or service while including a city name. Local search rankings are typically easy to achieve and can sometimes be seen grouped into one, three or ten packs of local businesses. The example below demonstrates a 10 pack local listing
Area #2 is reserved for paid advertisements known as a Pay-Per-Click or PPC ad. An advertiser pays Google each time someone clicks on a PPC listing. PPC ads are typically easy for a business to rank for and results can be seen literally overnight. Just sign up for an adwords account, select the keywords you would like to rank for and bid on a per click basis. One click can cost anywhere from 5 cents to 50 dollars.
Area #3 is the natural occurring search result area – the organic search results. A SERP without local listings commands 80% of all clicks to the top three organic listings. Rankings here are typically much harder to achieve and require a long, in-depth process of molding a website into exactly what the search engines want to see. Each of the main engines (Google, Yahoo, MSN & Ask) use proprietary algorithms to generate their organic search results and it’s our job to understand these formulas in order to rank your site for the keywords that will prove a strong ROI in your market.