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There are two kinds of search results:

Paid Results:
Paid results are those listings that require a fee for the search engines to list their link for particular keywords. The most widely used form of paid listing is Pay Per Click (PPC), where you pay each time someone clicks on the link in your advertisement. The price increases with the competitiveness of the keyword.

Organic (Free) Results:
Organic results are gathered by search engines’ web crawlers and ranked according to relevance to search terms. This relevance is calculated by criteria such as extent of keyword match and number of links into that web site. Ranking in the organic search results is better because not only is it FREE, but research shows that people click on the organic results 75% of the time and paid results only 25% of the time.

How Does Google, Yahoo, Bing (MSN) Decide?

Google, Yahoo, Bing and the other search engines rank web sites in search engine results pages according to relevance to the search terms. This relevance is calculated by looking at both on-page factors such as the content on your site and off-page factors in the form of inbound links to your web site. Off-page factors are the biggest influencers in your web site’s ranking in search engine results.

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