Paid search and it is also known as pay-per-click (PPC) advertising, typically refers to the “Paid result” through any keyword on the top or side of a search engine results page (SERP). You have to pay when your ad is clicked. You can bid your PPC ads to appear when specific search keywords that are entered, creating ads that are targeted to a particular audience.
PPC advertisements are flexible, visible, and most importantly, effective for many different types of organizations. They refer to contextual advertisements— a type of advertisement that appears when a person is searching for a particular keyword or term.
Search Engine Optimization
Search engine optimization (SEO) is the technique of optimizing the content, technical setting and reach of your website so that your pages appear at the top of a search engine result for specific keyword terms. Most probably the goal is to attract visitors to your website when they search for products, services, or information related to your business.
Search engine optimization technique can almost be viewed as a set of best practices for good digital marketing. It reflects the need for a well-constructed and easy-to-use website, valuable and engaging content, and the credibility for other websites.