Search Engine Marketing, often abbreviated as SEM, is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs). It encompasses both paid and organic tactics to drive traffic to a website. The paid aspect, commonly known as pay-per-click (PPC) advertising, involves advertisers paying a fee each time their ad is clicked. These ads appear on search engine results pages alongside organic results, typically at the top or bottom of the page, and are labeled as ads to distinguish them from non-paid content. Google Ads is the most widely recognized platform for this type of advertising. In addition to PPC, SEM also includes search engine optimization (SEO), which is the practice of optimizing website content to rank higher in organic search results. SEO involves a variety of tactics such as keyword research and inclusion, link building, and improving site speed and mobile responsiveness. While SEO focuses on improving rankings over time through content relevance and quality, SEM provides a more immediate way to appear in front of potential customers by bidding on keywords relevant to the target audience. Overall, SEM is a crucial online marketing tool that helps businesses to quickly reach an audience actively searching for their products or services, and when managed effectively, it can lead to significant return on investment.