Title: Compare SEM and SEO techniques.
Course: Digital and Social Media Marketing (12162) > Section: Understanding Tools and Tactics for Digital and Social Media Marketing

Comparison should include

- differentiating between SEM and SEO
- summarizing the fundamentals of how search engines work
- differentiating between organic search listings and paid search listings
- describing how to remain current with search algorithms
- understanding how AI affects SEM and SEO.

Process/Skill Questions:

- What is paid traffic?
- Why is it important to appear in the top two tiers of a search result? How is it possible to achieve this position?
- What are considerations related to search engines when registering a domain name?
- What is pay-per-click (PPC) advertising?
- How do algorithms affect search engine marketing?
- When is it most advantageous to use a paid search?
- What are the ethical considerations of paid searches?
- What tools can ensure that a search engine recognizes a website?
- What is linking? How are linking strategies critical to digital marketing effectiveness?
- How does the negative keyword tool work?
- What is metadata, and why is it important?