Search engine marketing refers to all marketing measures that are directed to the target group by means of search engines.
(Definition of search engine marketing)
Marketing in search engines (SEM) is divided into organic and paid forms of advertising. Search engine optimization (SEO) is referred to as an organic form of advertising. Paid forms of advertising (SEA) are offered by search engine operators (e.g. Google, Bing, but also marketplaces such as Amazon). Optimal search engine marketing consists of a mixture of organic and paid advertising.
SEO first establishes the optimal search engine readability of the content. Subsequently, the content and its networking are optimized in a continuous process with the aim of achieving better positions in the search engine.
SEA is used in addition to open up positions that are currently not achievable by organic means. For this purpose, certain search queries and positions are booked directly for ads and advertising prices or click prices are paid to the search engine operator.