Search engine marketing (SEM) is a type of internet marketing that involves the promotion of websites by increasing their visibility in search engines via paid advertising. SEM is also known as paid search since it consists of buying traffic from search engines. What differentiates SEM from other online marketing efforts is the fact that SEM includes both optimisation and pay-per-click campaigns. However, it's not just about getting traffic. It's great to be able to boost your brand awareness and attract more customers through pay-per-click campaigns but if these visitors fail to convert into actual sales then you're just wasting your time and money. That's why marketers need to find ways to improve their website's overall performance so they can keep improving their bottom line.
Search Engine Optimisation (SEO) on the other hand involves increasing a website's ranking through means other than paid advertising, such as keyword optimisation and site performance turning.