Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. ... Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion.. ... The changes that are made to the content and code of a web site in order to increase its rankings in the results pages of search engines and directoriesSearch Engine Marketing is a broad term that describes all of the activities used to promote web sites and thus generate leads and sales from search engines. SEM includes PPC Management, landing page optimization and SEO. Search Engine Marketing, also known by the acronym SEM, is a set of Internet marketing strategies that are designed to promote a Website's visibility and Web traffic. SEM includes a score of methods. The practice of using Search Engine traffic as a primary source of visitors, through organic optimisation and paid advertising. Online marketing of a website through search engines using proven strategies and advertising to make the website rank high in the search engines.