Google is the most visited website in the world, holding more than 90% of the search engine market. Boosting web traffic there matters: The number of visitors to your site equals the number of opportunities you have to add new patients. This is why so many practices approach medical marketing teams with the goal of appearing as close to the top of the Google search results page (SERP) as possible. What they discover: There is more than one way to make it to the top, thanks to organic and paid search results.