Search engine marketing (SEM) is a type of digital marketing that utilizes search engines like Google to get more traffic to a website. Winning ads are displayed on search engine results pages when users search using those keywords. Search engine marketing toolsHelpful tools in managing your SEM campaigns in Google:FAQFrequently asked questions about SEM. SEO (search engine optimization) aims to get organic traffic from search engines like Google, whereas the goal of SEM (search engine marketing) is to use both organic and paid methods. The difference between search engine optimization (SEO) and pay-per-click (PPC) marketing is that SEO focuses on getting traffic from organic search, whereas PPC focuses on getting traffic from paid search, social, and display.