SEO | Search Engine Optimization attempts to improve rankings for relevant keywords in search results by improving a website's structure and content.

PPC | Pay per Click Advertising uses sponsored search engine listings to drive traffic to a website. The advertiser bids for search terms and the search engine ranks ads based on competitive auction as well as other factors.

Paid Inclusion can provide a guarantee the website is included in the organic or natural listings of search engines except Google via paying but this is different from Pay per Click advertising because the inclusion is guaranteed but not placement.

Organic SEO versus PPC Advertising

When people type in a word or phrase in a search engine such as Google, what they are really doing is asking Google what web pages most relate to what they are looking for. Google and other search engines have special algorithms that comb the Internet looking for the information contained in web sites that seem to have an affinity to the word or phrase being searched for.

Those websites that are deemed to be the most relevant appear first on the list of web sites - these are known as organic results - SEO. Those advertisements that appear under a heading such as sponsored links are known as Paid results - PPC.