Title: Explain the concept of search engine marketing (SEM).
Course: Digital and Social Media Marketing (12162) > Section: Understanding Tools and Tactics for Digital and Social Media Marketing

Explanation should include

- defining the term search engine marketing (SEM)
- identifying major search engines
- analyzing the importance of web page titles and descriptions in SEM
- the difference between organic search listings and paid search listings
  - advantages of paid search (e.g., greater reliability, rapid inclusion)
  - disadvantages of paid search (e.g., limited exposure [not offered by all search engines], lack of credibility of listing, generally higher cost)
- the fundamental elements of obtaining favorable search engine ranking, including internal factors, external factors, and algorithms.

Process/Skill Questions:

- What is paid traffic?
- What are the components of SEM?
- Why is it important to appear in the top two tiers of a search result? How is it possible to achieve this position?
- What considerations related to search engines should be taken when registering a domain name?
- Why is it beneficial to small businesses to use SEM?
- 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 role does paid search play in digital marketing?
- How can paid searches increase traffic on one’s website?