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In the previous years, the focus of SEO was in the optimization of websites that ranks well on search engines. Different techniques for on-page and off-page optimization, like white hat and black hat SEO, were used just to be on top of search results.

Search engine marketing (SEM) and search engine optimization (SEO) are two of the most common terms in Internet marketing that are often used interchangeably. Both SEM and SEO use search engine channels to improve site’s ranking on search engine results pages (SERPs). SEO is the natural, organic and unpaid ways to increase website’s visibility on search engines. However, these activities are also considered as part of SEM strategy.