Organic search results and paid per click (PPC) advertising are two different methods of appearing in search engine results pages (SERPs) and driving traffic to a website.
Organic Search Results
- Organic search results are listings on search engine results pages that appear naturally based on their relevance to the user’s search query and the search engine’s ranking algorithm.
- Organic search results appear below any paid advertisements (if present) and are usually marked with a title, URL, and meta description.
- Organic search traffic is driven by users who click on these non-paid listings after conducting a search query.
- Search engines like Google rank organic search results based on various factors, including the relevance of the content to the search query, website authority, user experience, backlink profile, and more.
- Ranking organically in search results does not involve direct payment to search engines. Instead, it requires investment in content creation, search engine optimization (SEO), and other strategies to improve website visibility and ranking.
Paid Per Click (PPC) Advertising:
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- PPC advertising involves paying for ad placement on search engine results pages or other online platforms. Advertisers bid on keywords and pay each time a user clicks on their ad (hence the term “pay per click”).
- PPC ads typically appear above organic search results or in designated sections of the SERPs, depending on the ad platform and settings.
- PPC ads drive traffic to a website immediately upon being clicked by users who see the ad.
- Ad position in PPC advertising is primarily determined by the advertiser’s bid amount for the keyword, ad quality score (based on relevance, ad copy, landing page experience, etc.), and other factors determined by the ad platform’s algorithms.
- Advertisers pay the ad platform (e.g., Google Ads, Microsoft Advertising) each time a user clicks on their ad. The cost per click (CPC) can vary based on factors such as keyword competitiveness, ad targeting, and ad quality.
In summary, organic search results are unpaid listings that appear naturally based on relevance and other ranking factors, while PPC advertising involves paying for ad placement and receiving immediate visibility in search results. Both methods can be effective for driving traffic to a website, and businesses often use a combination of organic SEO and PPC advertising to maximize their online presence and reach their target audience.