Search engine marketing (SEM) is a type of online marketing that seeks to make a site more visible by the use of paid and unpaid promotion in search engines. SEM is a combination of paid and unpaid strategies, unlike SEO, which only aims at optimizing a site to be ranked at the top list through free methods. The main aim of SEM is to place your business in focus of where it could be found by prospective consumers whenever they are querying products or services associated with your business industry.

SEM is also critical to any business, regardless of its size, because it is capable of identifying the users who are in need of particular solutions, thus enhancing the likelihood of conversion. It is an active strategy that integrates different tactics, among which there will be a study of the keywords, the creation of advertisements, and the analysis of the performance.