SEO and PPC are two primary digital marketing channels for gaining visibility in search engines, each with distinct approaches. SEO (Search Engine Optimisation) focuses on earning organic rankings through website improvements, quality content, and link building results are free but take time to achieve. PPC (Pay-Per-Click) involves purchasing ad placements in search results, paying each time someone clicks your ad results are immediate but stop when you stop paying. SEO delivers long-term, sustainable traffic at lower ongoing costs, whilst PPC provides quick visibility and precise targeting control. Most effective digital marketing strategies incorporate both: PPC for immediate results and testing, whilst building SEO for long-term growth. Each channel provides valuable data to inform the other.