Search Engine Marketing (SEM) is a type of internet marketing ploy that aims to promote company-based websites by mounting their visibility in search engine result pages (SERPs) through contextual advertising and user-based paid placement or inclusion. SEM is an umbrella term for website marketing that may include search engine optimization (SEO). As the number of websites continues to increase since the 1990s, search engines started attracting people to find information in just a single click. SEM developed the use of online business modules in financing services like pay-per-click (PPC) programs. In 1996, Open Text introduced a range of PPC programs to take SEM to a whole new level.
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