Search Engine Marketing (SEM)

Search engine marketing (SEM) has two arms: search engine optimisation

(SEO) and pay per click (PPC) advertising. These correspond to the two types

of search results.

SEO + PPC = SEM

SEO aims at improving a website’s ranking in the natural search results. PPC

advertising involves bidding for placement in the paid search results section

of the SERP.

Both SEO and PPC advertising are based around the same fundamental

concept: keywords.