SEO, or Search Engine Optimization, is the practice of including content on your site that has the potential to improve your site’s visibility to search engines and their users – in other words, it can help your site show up more often in relevant searches.

Google Ads is Google’s pay-per-click (PPC) advertising solution, which allows businesses and website owners like you to bid on the chance to show ads next to searches on Google.com, right when people are looking for what you have to offer. You only pay when someone clicks on your ad to visit your site or call your business, and the ads give you the opportunity to be noticed by a wider audience online.

Google’s first responsibility is to provide Search users with the most relevant possible results. If businesses were able to pay for higher rankings in the search results, users wouldn’t be getting the information they’re looking for.