All other things being equal
If all other things were equal google would work just fine. The trouble is they are not.
The Google algo is predicated on the basis that somehow a selection of links taken from the web accurately reflects the relevance of a page to the needs of a searcher.
Now that half the world has a fair idea how the Google algorithm works, they are out there trying to manipulate it. Optimising pages, buying links etc.
Its against this background, that you can see the intrinsic honesty of the straightfoward salesmanship encompassed in pay per click.
Whatever algorithm or update Google puts in place, there will always be attempts to manipulate it.
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