captiva
marketing
10805 Sunset Office Drive
Suite 207
St Louis, Missouri 63127
Ph: 314-822-3656
Toll Free: 877-227-8382
Fax: 314-822-3734
Google: The Mother of All Search Engines
The largest search engine in the world, and typically
the largest opportunity and toughest challenge for
search engine marketers.
The following screenshot shows the two primary methods
for gaining exposure in Google.
Organic Search Results
Google has become the largest search engine in the world by focusing on offering
the most relevant search results.
- Rankings are based on a very complex algorithm that encompasses both on page factors and inbound and outbound links from your site.
- Google Organic Listings are also the primary results displayed at AOL.
- For an optimized site, Google will typically be the largest referrer.
Sponsored Results
The Google AdWords program provides the pay per click
(PPC) ads that are displayed at the top of the page
in highlighted bars or in sponsored link boxes (resembling
banner ads) on the right.
- Higher ranking ads will typically get the top bars.
- Position is determined by your ad's bid price and its click thru rate.
- Ads are limited to a 25 character title and a two line description with no more than 35 characters per line.
- Click thru rates are often low due to limited ad copy and appearance of ads as banners.
