Advertising has been around for centuries. We can examine ancient man and discover even back then they had advertisements for their limited products and services.
Bottom line, every business has a message.
Whether the message is meant to brand or to provoke buying, we can thank the ancient Egyptians for making the first sales messages and wall posters that announced their discoveries. Even in ancient Greece and Rome, they used chiseled tablets as their form of advertisements.
It’s safe to say that just as soon as every culture developed their alphabet and language, shortly thereafter, we saw advertising to the masses. Advertising isn’t just delivering a message to a source (target audience), it became the ability to communicate to a mass audience as a source of power and influence. Advertising began to take history to a whole new level and changed the way businesses communicated to society. As our culture develops and as technology changes the way we communicate, naturally, the way we advertise changes as well.
However, some things don’t just change, they evolve. Such as life, advertising descended from a common ancestry. To be more definitive, evolution is established when two opposing forces have processes that constantly introduce variation and particular variants become more common or rare.
The variants that become more common were unclear until Charles Darwin and his theories of Natural Selection were made available to a wide audience in 1859. Natural Selection, by definition, is the process by which certain heritable traits—those that make it more likely for an organism to survive and successfully reproduce —become more common in a population over successive generations.
The way Google calculates their organic rankings and how almost every other search engine calculates their natural results goes through processes and updates based on Charles Darwin’s theories of Natural Selection.
Let me explain how…..
Natural selection is an important process (though not the only process) by which evolution takes place within a population of organisms (in our case websites). As opposed to artificial selection, in which humans favor specific traits. In natural selection the environment acts as a sieve through which only certain variations can pass.
The main key to becoming the highest ranking webpage is relevance. The Search Engine (Environment) acts as a sieve through which only certain websites (variations) can pass, or be shown on the front page of results.
Paid Search, PPC, Sponsored Ads (Artificial Selection) are based on keywords in any given AdGroup that are in favor because of personal, (Human) traits to promote above Natural search results. In terms of “evolution” the introductions of new websites and the constant changes in paid search is where the processes constantly introduces variation.
The two opposing forces that allow for evolution to occur are not Paid Search vs. Natural Search. It’s you vs. your competition. The question is, will you evolve to become the common or will the evolution of advertising have you become the rare?