SEO uses non-paid methods to drive organic traffic to your website. It's a lot slower (usually three to six months), but it can pay off in the long run. Paid search platforms, including PPC, are used in SEM to drive targeted traffic to your website. It necessarily involves a budget but can produce results quickly. Both should be included in your digital marketing strategy for the best results. They each have different strengths and weaknesses, but when properly combined, they can provide you with a significant competitive advantage.