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As marketing strategy

SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay-per-click (PPC) campaigns, depending on the site operator’s goals. Search engine marketing (SEM) is the practice of designing, running, and optimizing search engine ad campaigns.

Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results.

SEM focuses on prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search