Search Engine Marketing (SEM) is an overall Internet online marketing campaign that is comprised of subset strategies with the goal to increase the efficiency of a website to achieve higher placement in search engine results pages (SERP). Search engine marketing subset strategy components may include:

• Search engine optimization (SEO) attempts to improve rankings for relevant terms or keywords in search results by improving the website coding, content, relevant backlinks and structure.
• Pay per click (PPC) 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 feeds listings into search engines, typically comparative shopping sites like Nextag.
• Social media optimization promotes by placing ideas within online communities with the hope that they will spread virally.
• Video Search Marketing attempts to promote a business by strategically placing short video clips on websites such as YouTube to be picked up search engine spiders or promoted through internal rating systems.

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