Marketing Newsletter: Natural vs. Sponsored ResultsThe Difference Between Sponsored Listings and Natural ResultsSponsored Listings: Sponsored listings are those purchased by a website owner (i.e. you) from a search engine (i.e. Google, Yahoo or MSN). Each search engine has ueses a different method and progam for facilitating the purcahse of sponsored links. Google has “AdWords” while Yahoo! has “Search Marketing!” These links are often referred to as PPC (pay-per-click) or Cost-Per-Cick listings. Essentially, each time a web user clicks on your listing you are charged. The amount you pay per click depends on the quality of your ad, the quality of your site and the competition you have for a specific term. For instance, you may be a lawyer who wants to be found for “environmental attorney in florida.” If you choose to use PPC advertising you would write a brief add and then big on placement. Your listing would appear on the right hand side of the search engine results when “environmental attorney in florida” is searched for. Natural Listings: Natural listings are those listings whose position is determined entirely by the search engines. No individual or company can pay to influence their positioning in the natural search engine results. Search engines use complex algorithms to determine how they will rank websites. Included in these algorithms are things like keyword density, ease of site navigtion, readable text, backlinks, fresh content, and title, description and meta tags. Each element is weighted differently, and these weights often shift over time as search engines deem one element to be more indicative of a quality site than another element. In search engine optimization (SEO) we work on tailoring your site to fit what the search engine algorithms are looking for. Because search engines do not release their algorithms to the public, search engine optimization is not an exact science and no company can guarantee specific placement. As search engine optimizers we seek to understand the goal of the search engines. Search engines strive to provide web users with the most relevant websites. When you search for an “environmental attorney in florida” you don’t want to be provided with a list of hair stylists in california. This concept is intuitive. Each element in the algorithms make sense. From the search engines point of view, the more times you discuss a keyterm in your content, such as “environmental attorney,” the more likely it is that you are actually an environmental attorney. Therefore, no mention of this term would indicate that your site is not relevant to this keyterm. This element, as well as all the others, are included in the algorithms because they are each indicators of the relevancy and quality of your site. Department: Marketing Author: Erica Date: Nov 07, 2007 |
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