Search engine optimisation (SEO) focuses on promoting a website within the organic (free) search results, with the aim of improving its visibility for relevant keywords and terms their target audience use.
Pay-per-click (PPC) marketing serves ads to those same users based on keywords, demographics, or another targeting – but works as an auction-based system where the advertiser is charged per click on their ad.
PPC advertising is available on a variety of online platforms, including search engines such as Google and Bing, and social networks like Facebook and LinkedIn.
SMM (social media marketing) is the process of increasing brand awareness and engagement across different social platforms. You build your business persona and market your services or products on each platform.