You can tell Google what to display in the SERP by setting the page’s title tag, URL slug, and meta description. In terms of how Google displays organic results, they usually show the title, URL, and a descriptive snippet. Nobody knows all of Google’s ranking factors, but we do know some of them.įor example, we know that the number of backlinks to a page is important.
As a result, the most relevant and high-quality pages generally end up on the first page of the SERPs. Organic search results are pages from Google’s index.īecause there are often thousands of matching results, Google sorts them using hundreds of ranking factors. The highest bidders generally receive prime placement, although Google also takes other factors like the relevance of the ad and CTR into account.īottomline: If you want to appear in paid ads, you’ll have to dig into your piggy bank. Paid ads work on a Pay-Per-Click (PPC) basis, meaning that advertisers bid on keywords and pay Google for each click. Paid search results appear before, and sometimes also after the organic results.īoth types of results are virtually indistinguishable, the only real difference being that paid ads are marked as such. These are:īelow, we’ll walk through each of these in detail, and explain how you can show up there. SERPs may look different for each query, but they’re all made up of the same three building blocks.
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