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?