The majority of us don’t click on Google Ads because we understand how much they cost-per-click
We know the word variations that will give us a quick answer (e.g., how, what, who)
We know “video keywords” and how to optimize for them.
We know the difference between navigational, transactional, and informational searches.
We know what keywords will give us local map results
We use Google’s Advanced Operators to filter through crowded listings (e.g., site:ovrdrv.com filetype:pdf intext:seo)
We use all of Google’s Search Features (e.g., News, Videos, Images, Books, Shopping)
We know all the Google-Owned Products and Research Projects (e.g., Google Books Ngram Viewer)
We understand which sites are legitimate (e.g., Unsecure HTTP websites)
We understand the content on the page using the URL and meta data in the Google search results
We can scan the results faster than most people–we average a hundred Google searches per day