A search engine allows users to find what they’re looking online, via a “query”, a word or phrase typed by the user.
Most search engines provide two types of results in response to the same user query:
- organic listings (also called “natural” or “free”);
- Paid advertisements (eg advertising).
Google distinguishes these two types of listings and ads, marking those charged as “Sponsored Links”.
Each search engine calculates relevance in a different way for each type of result (organic and paid).
The Google organic results and paid for are independent from each other.
The relevance of organic results of Google to query typed by the user is determined based on more than 200 factors, one of which is the PageRank of a given page.
PageRank is the measure of the importance of a page based on links from other pages.
The Search Engine Marketing is the process of promoting a website through paid listings (ads) on the search engines.
Google for the product marketing is Google AdWords.
In most search engines, ads run based on a “pay-per-click” (PPC) that the advertiser pays only when someone clicks on your ad
a model “cost per thousand impressions” (CPM), whereby the advertiser pays for impressions and not for clicks.
The Google Adwords allows you to publish, as a result of the creation of an account, almost immediately the ads using keywords.
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