SEO (Search Engine Optimization) is the process of improving the visibility of a website on organic search engine result pages by incorporating search engine friendly elements into a website. Social media optimisation is the process of increasing the awareness of a product, brand or event by using a number of social media outlets and communities to generate viral publicity. PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.