Do not get confused. Just focus on making your site quality for your visitor. If you have this aim you will automatically do everything favourable for your site optimisation.
The things which you do make your site search engine friendly are called as search engine optimisation techniques. It may be good (white hat) and bad (black hat).
Where you pay money to get visitors to your site is called as Pay-per-Click (PPC).
Simple.........
With regards,
Mandar Thosar
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