SEO is the optimization of a website based on the algorithms used by search engines. The purpose of SEO is to improve the visibility of the website in regular (free) search results. That is, simply put, to take such steps so that when a certain term is entered into a search engine (knows how), our website takes as high a place as possible in the list of results. SEM is search engine marketing that aims to improve brand visibility online and, in particular, as a result of searches for a specific query. SEM consists of actions included in SEO and PPC