Search Engine Marketing (SEM) is a form of digital marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. SEM primarily involves the use of paid search ads, although it can also include the use of paid inclusion and paid for contextual advertising. The goal of SEM is to get a website to appear at the top of search engine results for specific keywords or phrases that are relevant to the products or services the website offers. This is done by creating and optimizing ads that are targeted at these keywords and then bidding on them in search engine advertising platforms such as Google Ads. SEM can be highly effective in driving targeted traffic to a website and increasing sales or leads.