Search engine marketing is a set of marketing methods aimed on increasing the web presence of a web resource and traffic from search engines, such as Google, Yahoo and MSN.

SEM strategies include:

  - Search engine optimization attempts to improve rankings for relevant keywords in search results by improving a web site's structure, content, and relevant backlink count.
  - Pay per click advertising uses sponsored search engine listings to drive traffic to a web site. The advertiser chooses the keywords that may interest potential customers and pays either for clicks or per thousand impressions. Ad ranking is defined a number of factor such as competitive auction etc.
  - Paid inclusion into search engines, web directories and shopping sites, e.g. Yahoo web dir.

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