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The difference between search engine optimization (SEO) and search engine marketing (SEM) is that SEO focuses on generating traffic from organic search, while SEM focuses on generating traffic from organic and paid search.

What is SEO?
Search engine optimization (SEO) is the process of trying to rank well in the organic results of a search engine. It involves four main steps:

Keyword research – Find out what people are searching for
On-Page SEO – Create content for searchers
Off-Page SEO – Building trust and authority on other websites
Technical SEO – Make sure search engines can find, crawl and index your content

What is PPC?
PPC (pay-per-click) is a form of advertising where you pay for website clicks from popular platforms. In the case of SEM, from search engines like Google.

For example, it costs Apple money to click on this ad on Google:

PPC advertising on Google includes:

Keyword research – Find what your customers are looking for
Bidding – Decide how much you want to pay for a click
Ad Creation – Create a compelling and relevant ad
Audience targeting – choose who should see your ad

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