Search Marketing and Organic SEO
Search engine marketing tends to combine the use of pay-per-click and organic SEO. Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in SERPs. According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement and paid inclusion. The largest SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter.
Organic Search Engine Optimization Versus Pay Per Click
Currently, there are two main methods of attracting visitors from search engines: pay-per-click advertising and search engine optimization. Search engine optimization (SEO), also known as organic SEO, is the continuous process of writing, coding and designing a website to amplify the probability of its pages appearing at the top of the "organic" or "natural" search engine page results (SERPs). These results are purported to be completely non-biased - meaning that the engine will not accept any amount of money to influence the rankings of any individual sites.
Pay per click (PPC) advertising (paid search) is a service in which an advertiser selects specific keywords or phrases and then creates a listing that will show up when someone searches for that phrase. The advertiser selects an amount they are willing to pay for each click on their listing, which results in a visit to their site–thus the term "pay per click". Pay per click management consists of managing your keyword bids, monitoring your PPC ad performance and otherwise managing your PPC account.