Understanding how search engines display results can be critical in developing the first stage of figuring out how search engines work.
When looking at how results are displayed we organise the results into the three different categories. The first is organic results. Organic or what’s sometimes also called natural results are the results that come from the search engines ranking algorithm. Organic results is where your various SEO techniques is applied. Right next to organic results are what we call paid advertisements or pay per click (PPC) advertising.
Those are ads that you bid money on; you are charged when people click on them thus the term pay per click. You can write the ad and are in full control over the content of that ad. In organic, we can affect the words that are there, but we can’t control them.
Then there are the blended results. Based on what type of business you are, you can take a lot of advantage of blended results.
Below is a Google search engine results page for the keyword ‘stonemason edinburgh.’ The first thing is we can find the advertisements on the page simply by looking for the heading ‘ads,’ that denotes that these are advertisements. The search engines are legally responsible for labeling their ads as ‘ads.’ They can’t make their ads in the organic results look too similar because it might fool people and so the FTC has mandated ads been labeled as ads. We can typically find the ads at the top of the page and also at the bottom of the page regardless of search engine this is typical.
The blended results show up based on what you’re searching for. This search is for ‘stonemason edinburgh,’ based on that search and the intent of the searcher, the search engine interprets that as the searcher is looking for ‘stonemason edinburgh’. So just below the paid advertising, we are going to see a map with pins in the map of stonemason companies in the Edinburgh area. Below this map, we are going to see stonemason contact information, names, addresses, telephone numbers and number of reviews. What we are concerned about when we talk about organic listings is the listings shown after local business contact details. As you can see there is not a lot of space after the blended results and ads because most people will only look at the first page and maybe only the first-half of the first page. Getting in those top three results is critical to getting more visibility.
When you do a branded search, the search engines show the results a little differently. The search for ‘Heritage Stonemason ‘ display what’s called indented results. The brand name or the brand is the first result, however underneath and indented is the contact information, the address, phone number, review snippets and also page links. These are typically social media profiles for the given business and include Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+ and Pinterest.
Organic results are based on the search engine algorithm. Relevancy plays a major part here, how relevant are these pages to the search word that the searcher typed in. We’re looking at popularity and also looking at proximity to where are people in relation to what they’re looking for. This takes us into local search.
What you do with search engine optimisation is you learn the words that people are typing in. You learn what they want, and you work those words into your website, into your content through architecture and through links, and that’s how you begin learning about search engine optimisation.
Here at SEO Edinburgh we work with business owners from all kinds of markets and industries. From your local electrician or tradesman to high street shops, we can help you build a strong and lasting online presence.
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