The major search engines of the Web may seem what they were originally intended to be; search tools to find information on the Web and in databases, but perhaps that is not exactly what they want to be and how they want you to use them. If every user would only search for what they are looking for and then click on the results presented in the organic results then search engines would face a serious problem; they wouldn't make a single dime. The fact is they want you to do something else than click on the organic links.

There is another side of the search coin that we may not realize at first glance. The Web has a great need for search engines. The Web has grown so much that it is impossible to keep track of all the growth and constant changes unless you operate huge computer systems with up to thousands of computers, employing thousands of engineers and scientists working on the algorithms, filters, languages, security and preventing all kinds of scumbags from manipulating with the search engine results.

Running a search engine trying to build a positive search experience for hundreds of millions of people and indexing 20 billion documents is no easy task. The search engines really need our help and we can help them by clicking on the paid for ads instead of search results, but then why do we really need search engines for; isn’t it enough to give us the pure list of paid for advertisements instead of enticing us with “free” organic results.

There’s no winning this game unless we click both the organic results and the paid for results and accept the fact we cannot both bake the cake and eat it, we must share our clicks.