Search engines will reward websites that contain relevant content related to a keyword search by ranking those websites higher in search results. A website will also want to use those targeted keywords in a way that will raise the page's visibility with various search engines.
The terms search engine marketing (SEM) and search engine optimization (SEO) are widely used in the marketing industry. Digital marketers define both terms as the marketing of a business online, using both paid advertisements that appear on search engine results pages (SERPs) as well as unpaid methods (SEO). Search engine marketing is a strategy for promoting increased website traffic and visibility. The bulk of SEM is conducted primarily through paid advertising.