When you search for something on Google, the first thing you’ll see in the search engine results pages (SERPs) won’t always be an organic website listing.
It won’t always be a SERP feature (a featured snippet or a “People also ask” listing) either.
In fact, there’s only one thing that can outrank both: an ad.
What you’re seeing here is the end result of paid search marketing. It can be a valuable tactic in your marketing strategy.
But paid search marketing isn’t as simple as giving Google money to post your ad. There’s a lot more to it, and in due time, you’ll understand why even paid search is entirely at the mercy of your website’s content quality.
Paid search marketing is any pay-per-click advertising service provided by Google, Bing and other search engines that lets businesses advertise directly on search results pages. Advertisers bid on how much they’re willing …