04/05/2025
How Do We Gain ROI With The Search Engines?
The obvious place to gain visibility is with the search engines themselves by gaining favourable listings within the search engine results pages.
But within SEM, there are three main opportunities for organizations to get their message across, to gain visibility and to direct visitors to their sites.
The first two opportunities are via the SERPs and the third is via third-party sites.
1. The natural or organic listings (SEO)
The part of the pages listing results from a search engine query which are displayed in a sequence forming the main part of the page according to relevance of match between the keyword phrase typed into a search engine.
2. The paid or sponsored listings (PPC)
A relevant ad (typically a text ad) with a link to a destination page is displayed when the user of a search engine types in a specific phrase. These are marked as sponsored listings.
3. Content-network listings.
These ads are displayed on third party publisher sites that are part of the Google DoubleClick advertising programme.
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