Search engine marketing (SEM) is the practice of marketing through search engines such as Google, Yahoo, or Bing. Search engine marketing can be split into three categories: Search Engine Optimization (SEO), pay-per-click advertising, and pay-for-inclusion.
SEM is important for businesses with a website, as a way to get traffic to a website, and therefore increase customers. SEM can be cost-effective, particularly with organic optimization, as this is free. With pay-per-click, a limit can be set to the amount willing to pay per day, ensuring that this marketing strategy stays in budget.
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