Search Engine Marketing (SEM) is a broad digital marketing strategy focused on increasing visibility in search engine results pages (SERPs). It encompasses both organic (unpaid) methods like Search Engine Optimization (SEO), which aims to improve a website's ranking through content optimization and technical improvements, and paid methods like Pay-Per-Click (PPC) advertising, where businesses bid on keywords to display ads alongside search results. The ultimate goal of SEM is to drive targeted traffic to a website, whether through earning higher organic rankings or through strategically placed advertisements, thereby increasing brand awareness, leads, and sales.