In Internet marketing, search engine marketing, or SEM, is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs). The three main methods of SEM are:
* Search engine optimization attempts to improve rankings for relevant keywords in search results by improving a web site's structure and content
* Pay per click advertising uses sponsored search engine listings to drive traffic to a web site. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors.
* Paid inclusion can provide a guarantee that the website is included in the search engine's natural listings. However, as of 2006 the leading search engine, Google, does not offer this service.
Successful online marketing depends largely on your ability to identify those that provide the best opportunity to reach your target audience in a scalable and cost effective manner.
Source: Wikipedia
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