How do you react when paid ads show in your search results?
Considering that paying third parties to conduct SEO is commonplace, just how is that different from paid advertisements? Do organic search results and paid ads have different effects on you as a user?
Great question. My reaction is based on the relevance of the information. If it is related to what I just searched on, I may click on it. However, if it is just the corporate website for something I'll scroll down and click the actual link (regular results not sponsored) simply because sometimes the sponsored ads take you to a landing page instead of the actual home page.
I am probably the odd exception. When I'm searching for something, I usually go 5 to 10 pages deep within the search results. Why? I want to know that I'm finding quality information, not just highly ranked or sponsored. Think of every page after page 3 as where all the "Indie" results are.