Search Engine Marketing (SEM) is a marketing strategy used to identify potential customers and create content that will appear in search engine results pages. SEM strategies typically involve the creation of ads or sponsored content, which are then displayed alongside relevant search results. Google, Bing, Yahoo!, AOL and other major search engines each provide their own platform for creating SEM content.
Search engine marketing includes topics that are related to keyword research, SEO best practices, content marketing, social media marketing, and paid advertisements. Additional topics include conversion optimization, landing page optimization, personas, A/B testing techniques and analytics tracking.