A high-five between these two competitors shows a mutual respect as we head into the final round. And boy is it an important one. With the bout possibly ending in a tie, things could come down to sheer numbers. Who has landed the most significant strikes? Who has received most traffic?
Throughout the round PPC seems to be throwing a lot of punches but the blows are being swerved. Just like that majority of people who swerve the ads, choosing to ignore them. PPC is putting up a fight. But SEO is on top of its game. As a result, we see that it lands the most strikes.
Despite ads being at the top, and typically more prominent, that doesn’t mean they’re top dog. On average, the organic listings still get the lion’s share of search clicks.
Significantly so in fact, although, this is a generalisation. But according to SparkToro, for every 100 searches on Google desktop in September, 2018, there were:
- 67 clicks on an organic result
- 4 clicks on a paid result
- 34 no-click searches
Proving how effective organic search remains.
It’s this dominance which means the final round must go to SEO.
And so with the score balanced at 3 a piece, we go to the judges for a decision.
Click share victor: SEO
SEO 3 – 3 PPC