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An organic search is a process by which World Wide Web users find web sites having unpaid search engine listings, as opposed to using the pay per click (PPC) advertisement listings displayed among the search results.

The field of search engine optimization, (SEO), is concerned with maximizing the visibility of a web site by making its listings appear more frequently and more prominently in organic search results. Some businesses base their SEO strategies on the successful insertion of their web site listing(s) into organic search results for various popular keywords.

Search Industry facts about Organic Search

Organic results were viewed most often. On average, 9.2 search results were viewed before the first click. On average, consumers spent 10.4 seconds on a page to view the search results. The average viewing time for organic search result was 1.3 seconds. Searchers looking to carry out a transaction viewed more results, 9.9 on average, compared with 8.5 for information seekers. Buyers also spent more time viewing results, 11.4 seconds compared with 9.4 seconds for searchers.

Pay per click (PPC) is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown. These ads are called a "Sponsored link" or "sponsored ads" and appear next to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster/blogger chooses on a content page.

Pay per click ads may also appear on content network websites. In this case, ad networks such as Google AdSense and Yahoo! Publisher Network attempt to provide ads that are relevant to the content of the page where they appear, and no search function is involved.

While many companies exist in this space, Google adwords, Yahoo! Search Marketing, and Microsoft adcenter are the largest network operators as of 2007. Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50), these prices are often referred to as Costs Per Click (CPC). Very popular search terms can cost much more on popular engines. Arguably this advertising model may be open to abuse through click fraud, although Google and other search engines have implemented automated systems to guard against this.