In ever popular industry of search engine marketing, not only are website owners bombarded with a multitude of different options ranging from search engine optimization and pay per click all way to viral and affiliate marketing. The need to choose best option in an evolving competitive environment has become ever increasingly important.
This first part of a two part article will discover differences in results displayed on search engine results pages and which is most effective method to target, including difference between natural search and pay-per-click listings, search engines that display them, how they rank them and which strategy you should implement for your website to obtain best results.
The second part will cover external marketing methods including viral and affiliate marketing.
Knowing your left from right
The results displayed on left hand side of search results page are commonly referred to as natural listings. Google, MSN and Yahoo! spider web and automatically determine rank given to each website by various predetermined factors and relevancy triggers. The order of results *are generally displayed from most relevant sites being on first page and then decreasing in relevance as pages progress.
The results displayed on right hand side of search results page are commonly referred to as sponsored listings (Pay-Per-Click). These are paid for listings where account holders bid on various keywords for their desired placement. The order of results is not necessarily by most relevant website, but rather highest bid for that particular keyword.
(*The results “should be” displayed from most relevant, however by introducing various search engine optimisation techniques, websites are able to appear in top positions yet may not always be most relevant website for that particular keyword.)
With natural listings website rankings fluctuate as new sites and or pages are added to index. Search Engine Optimizers (SEOs) all around world watch this process with keen interest as they continually re-optimize their websites to remain at their sought after positions in index.
Optimizing websites for good rankings are relatively easy to achieve. You do not necessarily have to contract services of a professional. Generally if you build a good content relevant site on a solid platform, make use of a good internal, inbound and outbound linking structure your site should fall within an acceptable ranking on result page listings.