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Search Engine Optimization For Dummies, 5th Edition by Peter Kent

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Chapter 2

Search Results, Deconstructed

In This Chapter

arrow Deciphering the construction of the search-results page

arrow Discovering organic and PPC results

arrow Understanding the importance of Local

arrow Finding out about shopping, video, images, movies, recipes, and more

Before I jump into the nitty-gritty of how to get your site ranked high in the search engines, you should look at what the term search results really means. All too often, people think of search results as a single thing, whereas, in fact, it’s a combination of different things, and until you understand what those different things really are, you can’t see the entire picture.

Different search terms will produce different search results. The results will always include information from the organic index, but whether or not results are included from the Local index, the Shopping index, the PPC index, and so on depends on the type of search made. Search for pizza, for instance, and you’ll find information from the Local index, search for first indian war of independence and you won’t. The search engines are trying to provide you with ...

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