PPC aims to quickly drive traffic to your website through targeting and bidding on keywords in paid advertisements on the SERP above the organic search results that SEO would work towards. On the other hand, SEO works by satisfying the search engines and pleasing internet users using keywords to generate organic traffic. SEO and PPC work together to increase search results page coverage, keyword optimization, and raise brand awareness. An SEO specialist may even assist in writing PPC ads to optimize for keyword research.