To this end, it uses various paid promotional tools such as:

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SEM (Search Engine Marketing) is a marketing activity that aims to increase the visibility of a brand in the short term (unlike SEO which aims to increase the reputation of a site in the medium-long term).


Google Adwords
Bing Ads
Yahoo Search Marketing
and more generally of Pay per Click (PPC) campaigns, i.e. forms of advertising that are paid for when a user clicks on the advertised advert.

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The cost of each ad is determined by an auction system influenced by the competition for each term: the greater the demand, the more advertisers are forced to shell out in exchange for each click.

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What are the differences between SEM and SEO?
While SEO includes activities aimed at improving the reputation of a site in the eyes of search engines, SEM serves to gain selected traffic through advertisements that appear alongside the organic results, albeit separate.