SEM, or Search Engine Marketing, is a digital marketing strategy used to increase a website's visibility on search engine results pages. It involves paid advertising, primarily through platforms like Google Ads, where businesses bid on keywords relevant to their products or services. When users search for these keywords, the ads appear, driving traffic to the website. In addition to paid ads, SEM often includes search engine optimization (SEO) techniques to improve organic search rankings. By combining both paid and organic strategies, businesses can effectively reach their target audience and enhance their online presence.