Although SEO and PPC are very different approaches within digital marketing, they work together to achieve the ultimate search engine marketing (SEM) strategy: SEO + PPC = SEM. Like we mentioned above, SEO is a natural way to improve your rankings and overall visibility to searchers and search engines by using organic content. On the other hand, PPC (pay-per-click) allows marketers to bid on the chance to show their ads in SERP, right when people are looking for a specific offer. With that being said, the main difference between the two is that traffic from SEO is free and traffic from PPC costs money (organic listings in Google vs. paid listings in Google). At IMI, our digital marketing expertise ranges from Earned Media to Paid Media, depending on the strategy that you’re looking to create. Understand how we approach quarterly strategies for our clients!