Part of paid marketing PPC or Pay Per Click is money charged by search engines every time a user clicks on an ad. This is also part of performance marketing where every time a click happens the client pays the paid marketing company.
Google Ads
The most common form of PPC is Google Ads where the client has to pay every time a click happens. Paid marketing company or digital marketing company gets paid by the client after a click on a keyword Ad takes place. This is the most common form of PPC advertising. For a high CTR or Click Through Ratio the company should make an effort to keep the text-based ad on the top of the results such that maximum impact of the Ad takes place.
PPC SEM and SEO
SEM is search engine marketing where an Ad is found and clicked upon. Hence PPC is an umbrella term that works on Social Media and hence named as such. SEM can be organic (unpaid) and paid depending upon the scheme chosen. While organic Ads are pushed through content marketing paid ads are part of campaigns organized by search engine companies like Video Ads, Instagram, Facebook, Twitter, and Pinterest. Many companies organize paid advertisement programs and charge on bathe sis of PPC or some other model.
While organic marketing is content-driven paid marketing by paid models of search engines has its mechanism.
SEO is purely organic and content driven. There are two main parts of SEO page optimization and off-page optimization. Of late page optimization has become as important as off-page optimization. The former tends to follow the guidelines of search engine companies and is dependent upon state-of-the-art standards and quality. Search engine companies pay a lot of attention to websites that follow their guidelines. Website architecture, download speed, and popularity depend much on high ranking on the SERPs or search engine result pages.
Off-page, optimization is making a website popular on WWW or World Wide Web by amassing several inbound links. These links have to originate from authoritative sources and should not be spam.
All techniques adopted by search engines eventually make the visitor click on the anchor text or the Ad to take the visitor to the landing page. The aim is goal conversion, awareness, subscription, etc.