SEO stands for Search Engine Optimisation. So, when the average person needs a service or product, instead of going to the yellow pages (like they used to for decades), they now go to Google (a few go to Yahoo and Binge, but the vast majority choose Google for searching). Search ads (they are called Sponsored) show at the very top of the page… as such, they are the first service or product seen when searching.              However, most people are a bit nervous about choosing this type of service as they have concerns (as this is an ad) they will be paying top dollar for the service (which makes sense as Google charges between 50 to 90 cents each time someone clicks ‘Plumber’, and of course those costs get handed on to the customer.