Search engine marketing (SEM) is a digital marketing strategy that involves promoting websites by increasing their visibility in search engine results pages. This is typically achieved through paid advertising, such as pay-per-click (PPC) campaigns, where advertisers bid on keywords relevant to their products or services. When users search for these keywords, the ads appear at the top or bottom of the search results. SEM helps businesses reach potential customers actively searching for their offerings. By targeting specific keywords, companies can drive traffic to their websites, increase brand awareness, and ultimately boost sales. Effective SEM requires ongoing analysis and optimization to ensure the best return on investment.