Google Ads delivers instant visibility because you’re paying for placement within Google’s search results, while Search Engine Optimisation (SEO) relies on earning that placement through demonstrating relevance and authority to Google’s algorithms over time.
As of December 2025, Google’s core ranking systems – including the Helpful Content Update and the ongoing evolution of its AI-powered ranking models – assess hundreds of factors to determine organic search results. These factors encompass on-page content, website architecture, user experience signals (like Core Web Vitals, now integrated into the Page Experience report in Search Console), and crucially, backlinks from other websites. Google’s indexing process, which discovers and stores information about webpages, currently runs continuously but doesn’t guarantee immediate ranking. In Australia, Google’s regional data centres and algorithms process information from Australian websites alongside global content. While Google Business Profile listings can provide faster local visibility, true organic ranking requires algorithmic assessment. Updates to Google’s algorithms happen frequently – sometimes multiple times daily – meaning rankings are constantly being re-evaluated. In 2026, Google is expected to further integrate AI into ranking, potentially increasing the complexity of SEO.
Essentially, SEO is a process of building trust and relevance with Google’s systems, which takes time and consistent effort, whereas Google Ads provides immediate, paid access to search visibility.
