SEO (Search Engine Optimization) is the optimization of a webpage for search engines, usually referring to the practice of “organically” positioning the page a highly as possible without paying.
SEM (Search Engine Marketing), or PPC, is positioning that is paid for, and involves a number of tools and methods that are very different from SEO.
Both are strategies that aim to increase the effectiveness of marketing campaigns and achieve greater results in online searches.
The principal difference between them is that SEM will keep ads visible as long as they are paid for and remain ahead in the auction for space on pages (paying more or with higher quality ads, keywords, etc.). This is considered a marketing expense because the day that payment ceases, the ad will immediately cease to show up. SEO, unlike SEM is more of an investment. Everything that is invested has the capacity to make returns in the medium-long term, with the SEO “organically” making positive returns on campaigns.
If someone needs it, someone will sell it. If there is even a minor demand in the market for your product or service and you are not selling, this means that at some point in the process of reaching your customer, you have failed.
An SEO expert aims to create strategies that allow good indexing in the main search engines of the Network. To do this, he uses strategies that show search engines that his Website responds properly to the user’s question.