This is Part 4 of 6 in a Search Engine Marketing webinar series by Kim Evenson, Chief Marketing Officer of Legacy. The webinar in its entirety can be found here.

Google’s goal to make each click more relevant directly impacts what search result pages look like. Right now, we see a mixture of paid ads, local results and organic search results. Google search results click-through studies show that most clicks will land on the first page. This makes sense, because the less work the end-user needs to do to find what they’re looking for, the better Google is doing at achieving its goal.


What happens on different devices?

Most of us are familiar with what a Google search results page looks like on a computer. Because the screen is large, there is room for all three sections (paid ads, local results, organic search) and it’s easy to see the organic search results section


When we’re viewing search results on a small screen (and remember that roughly half of internet searches worldwide are now on mobile devices), the display is a little different. Users viewing search results on a mobile device see the paid ads and local section first. Because of the smaller screen size, it takes more effort for the user to see the organic search results section. The takeaway is this: if you’re not doing paid search, win local search!

Continue to Part 5 of the Search Engine Marketing webinar series.

Kim Evenson

Chief Marketing Officer

Kim oversees marketing for Legacy with a strong focus on client success and the delivery of best-in-class relationship management and customer service.

Before joining, she served most recently as CMO of Retrofit and before that as SVP of Marketing for She spent most of her early marketing career at Kraft Foods, growing from Assistant Brand Manager to Director of Health & Wellness. Her experience also includes roles at Peapod, Starbucks, H.E. Butt Grocery and consulting for fitness retail, new product development and online marketing.

Kim is an expert in online marketing, Search Engine Optimization, and marketing strategy.