The difference between organic google search rankings (SEO) and Pay-Per-Click (PPC) is that you pay for Pay-Per-Click ads (as the “Pay” in the name implies). Each time one of your paid search ads is clicked on, you incur cost. On the other hand, with organic rankings while you may pay a Calgary SEO expert to help get you ranked on the first page, you can get unlimited traffic without paying anything extra. Paid Search (PPC) is also known as Search Engine Marketing where SEO is Search Engine Optimization.