SEM stands for search engine marketing, and to me that means any discipline that relates to marketing + search engines, be it strategy, technology or tactics. You’ll quickly identify in the industry that many folks think PPC (AKA paid search or pay-per-click) IS SEM, but I don’t subscribe to it. To me, the concept is that SEM is actually the parent of the two disciplines SEO (search engine optimization/optimisation) and PPC.

So, what I will share are overall strategies that are more of an integration of search engine optimization and paid search, allowing for more holistic marketing campaigns and promotional activities online, of course speckled with social media marketing, as that discipline also is tightly connected.