“We need to be on the first page of Google.” It is one of the most common requests we receive, and it makes sense: the second page of results is opened by a tiny share of users (according to a well-known Backlinko study, less than 1% of searchers). But today being on the first page no longer guarantees visibility, and sometimes it is not even the right goal.
In this article we look at what a Google results page looks like today, why ranking alone does not tell the whole story, and how to combine SEO and advertising to get real results.
What Google’s first page looks like today
A few years ago the first page was a list of ten blue links. Today, depending on the search, it can contain many different elements:
- paid ads from Google Ads, at the top and bottom;
- AI-generated answers (AI Overviews) that summarise the answer directly on the page;
- local results with a map and nearby businesses;
- product listings from Google Shopping;
- answer boxes, related questions, videos and images;
- and finally the classic organic results.
This means the “first organic result” can sit far down the screen, especially on mobile. And a growing share of searches end without any click, because users find the answer on the results page itself.
Why ranking alone is not enough
Ranking first for a keyword nobody searches for, or that attracts people with no interest in your services, brings no results. What really matters is:
- search intent: someone searching “what is a CRM” wants information, someone searching “CRM consultancy Padua” is assessing suppliers. Different audiences, different value;
- overall visibility: how many relevant searches you appear for, not just one;
- the click: your title and description must persuade people to choose you;
- conversion: the landing page must turn the visit into a lead or a sale.
SEO and Google Ads: not a choice, a balance
Some say SEO is dead and “the future is all paid”. We disagree, and we did years ago too. The two tools play different roles:
| SEO (organic results) | Google Ads (paid results) | |
|---|---|---|
| Timing | Medium to long term | Immediate |
| Cost | Investment in content and technical work, no cost per click | You pay for every click |
| Duration of results | Last over time | Stop when the budget stops |
| Best for | Authority, informational searches, steady traffic | Commercial searches, launches, promotions, quick tests |
The most effective strategy uses both: Google Ads to cover high-value commercial searches immediately and learn which keywords convert, and SEO to build lasting visibility on those same searches and on informational ones.
How to reach the first page today
With SEO
- Useful, complete content that answers your audience’s real questions and shows first-hand experience.
- A technically healthy website: fast, mobile-friendly, free from duplicate pages and indexing errors.
- Authority: links from trusted websites in your industry and a consistent online presence.
- Local presence, if you serve a specific area: a complete and up-to-date Google Business Profile.
With Google Ads
- Keywords chosen by intent, not just by volume.
- Responsive search ads with multiple headlines and descriptions that Google combines for each search.
- Dedicated landing pages and correctly tracked conversions.
- Continuous optimisation of search terms, bids and budget. We have collected some practical advice in Google Ads: some tips.
What about AI-powered search?
With AI-generated answers, both on Google and in assistants such as ChatGPT, Gemini or Perplexity, some searches no longer involve clicking a link. For companies this means also working to be cited as a source: clear, well-structured, up-to-date content that is recognisable as authoritative. Good SEO practice remains the foundation for this new kind of visibility too.
Beware of anyone promising the first page
Nobody can guarantee an organic position on Google, and Google itself says so clearly. Be wary of unsolicited emails promising “first page in 30 days”, often from generic addresses with no website or verifiable professional profiles. A good partner talks about goals, search intent, leads and sales, not just rankings.
FAQ
How long does it take to reach the first page with SEO?
It depends on competition and the state of your website: stable results usually take a few months. With Google Ads, visibility is immediate.
Is Google Ads alone enough?
For quick results, yes, but without SEO your visibility depends entirely on budget. In the medium term, combining the two is almost always more efficient.
Does ranking first on Google guarantee more customers?
No, not if the keyword is wrong or the page does not convert. Ranking is a means, not the goal.
Want to improve your visibility on Google?
E-Business Consulting, a digital marketing agency active since 2003 with Google-certified professionals, builds strategies that combine SEO and Google advertising within a digital strategy designed around your goals and budget. Get in touch with us for a conversation.
