SEM (Search Engine Marketing)
Search Engine Marketing, or more often SEM, is the set of digital marketing strategies that involve the use of search engines to increase website visibility.
It is an umbrella term that includes both organic (SEO) and paid (SEA and PPC) activities, which are its main and most common components.
Basically, then, SEM combines two very specific cores: optimization techniques to appear among organic search results and those to stand out among paid advertising ads.
The overall goal of SEM is to increase traffic to the website and ultimately increase conversions or sales.
