Search
engine marketing (SEM) is a form of internet marketing that involves the
promotion of websites by increasing their visibility in search engine results
pages (SERPs) through optimization (both on-page and off-page) as well as
through advertising (paid placements, contextual advertising, and paid
inclusions).[1] Depending on the context, SEM can be an umbrella term for
various means of marketing a website including search engine optimization
(SEO), which adjusts or rewrites website content to achieve a higher ranking in
search engine results pages, or it may contrast with pay per click (PPC),
focusing on only paid components.
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