There is a lot of emphasis put on natural search engine optimisation results and studies of how people use the internet have shown that between 60-70% of people will choose websites which rank in the natural results, over those displayed in the sponsored links, or the pay per click advertising.
The natural results are the ones which have ranked highly because their sites are seen by the search engine to be the most useful, while the sponsored results have paid to be at the top. The studies of user habits would suggest that people realise that sponsored results have paid for their position but do the results transfer to real life?
Do you really choose the natural results which a search engine presents or do you go with the first site you see? Or maybe you try to choose the natural results but sometimes you just see a listing in the sponsored links which seems more relevant to what you were looking for, because let’s face it, there are times when Google can let you down too.