Search Engine Optimization uses a variety of tactics to boost its exposure for pertinent searches. It is the skill of appearing highly in organic search results. Search Engine Marketing or SEM involves increasing website prominence in search engine results pages by paid advertising, often referred to as paid search. Businesses have the chance to have their adverts appear at the top of the SERP. Pay-Per-Click, also known as PPC, is a kind of advertising where you buy adverts on significant search engines. It is a part of SEM where you pay regardless of the conversion rate for each click that leads to your website. SEM was once used as a catch-all phrase to refer to all forms of search engine marketing and techniques. Because of this, SEM would have included both SEO and PPC even though the term has been narrowed to just include paid techniques. SEO now has its own category, whereas only PPC is associated with SEM. PPC and SEM share the same strategy—paying for SERP advertisements—even though PPC is a component of SEM. Although PPC is a significant component of SEM, the two terms are frequently used synonymously. PPC is SEM, and vice versa for SEM. SEM is frequently referred to as paid search ads or paid advertising.