The search engine results pages contain not only listings of documents found to be relevant to the user's query, but also the other subjects, including paid advertisements and secondary source results. Yahoo, for example, serves up ads from its well-known Yahoo Publisher Network (which currently fuels more than in Yahoo revenues) as well as secondary content from its search, and for product search in Google (called Froogle) and image search results in Yahoo.
The sites/pages ranking in the "organic" search results receive the lion's share of searcher eyeballs and clicks - between 60-70% depending on factors such as the prominence of ads, relevance of secondary content, etc. The practice of optimization for the paid search results is called SEM or Search Engine Marketing while optimizing to rank in the secondary results requires unique, advanced methods of targeting specific searches in arenas such as local search, product search, image search and others. While all of these practices are a valuable part of any online marketing campaign, they are beyond the scope of this guide. Our sole focus remains on the "organic" results, although links at the bottom of this paper can help direct you to resources on other subjects.
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