The search engines’ goal is to create the most relevant list of results possible, to enable potential customers to find what they are looking for. The results page includes links to websites, but they might also see local business listings, items for sale, advertisements, images, maps, videos.
The business has to make sure that its content is relevant to the people searching, so they’ll click and stay to browse.
Additionally, paid ads offer another way to promote your products and services on search engine results pages.