Search engine marketing (SEM) contains all steps to optimize the internet presence of a web offer within online search engines. Main aim of search engine marketing is to continuously increase the number of visitors and to improve the visibility of the web site, respectively of the ads within the search results. Search engine marketing is divided into two parts: keyword advertising (SEA – search engine advertising) and search engine optimization (SEO).

Search engine marketing contains all arrangements to improve the visibility of a web offer within the search result list of search engines. A good placement of the own offer by the leading search engines increases the number of visitors and supports the internet presence of the web site or the ads. The significant advantage of search engine marketing is that the web offer gets only those visitors, who are exactly looking for the specific offer.
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