SEO is the process of optimizing a website to improve its ranking in organic search results. It involves various techniques, such as keyword research and optimization, on-page optimization (e.g., optimizing meta tags, improving website speed, and using internal linking), off-page optimization (e.g., building high-quality backlinks, social media marketing, and influencer outreach), and technical optimization (e.g., improving website structure and ensuring mobile-friendliness). The goal of SEO is to make a website more visible and relevant to search engines, which can help increase organic traffic and improve online visibility.

Paid search advertising, on the other hand, involves paying for ad placement in search engine results pages. This type of advertising allows businesses to bid on specific keywords that are relevant to their products or services. When a user searches for those keywords, the ads will appear at the top of the search results page or in a prominent position in the sidebar. The advertiser pays only when someone clicks on the ad, which is why it is called pay-per-click advertising.