Listing ads cost money, but SEO is basically free

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Basically, the higher the ranking of a search result, the higher the click-through rate.
However, even though paid ads are displayed higher than organic search results, organic search results have a higher click-through rate.

This is because users tend to avoid ads. Users prefer to click on organic search results australia physiotherapist mailing lead rather than listing ads that appear at the top of the search results. Specifically, the click-through rate for the first position on the search results is said to be about 20%, while the click-through rate for listing ads is about 5%. In other
words, when considering the click-through rate, it can be said that improving search rankings through SEO is more effective than listing ads.

For your reference , the specific click-through rate figures are summarized in [Summer 2017] Google Search Results Click-Through Rate Data: 1st Place is 21%, 2nd Place is... [Summary of 11 SEO Articles] .

2) Costs

As mentioned in "What is a listing ad?", a listing ad is an ad that is displayed in response to a user's search keywords.
At this time, the cost performance can vary greatly depending on the search keywords you choose to display your ad.