Goal Alignment: Google vs. You vs. the Searcher
Every search result has three different entities trying to reach their goals. Sometimes, these goals get in each other’s way, leading to poor search results. Other times, they work in conjunction, leading everyone toward success. It is important to examine Google’s goal, the advertiser’s goal, and the searcher’s goal for each search result.
All search results start with the same element, a searcher looking for the answer to a question. The searcher inputs a query, and search engine results pages (SERPs) appear.
Google’s goal is to have that same searcher use Google for their next query. The more search queries that occur on Google properties, the more chances Google has to make money by people clicking ...
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