This document provides an overview of search engine marketing (SEM) strategies. It discusses search engine optimization (SEO) techniques like keyword research, optimizing pages with relevant content and metadata, and gaining backlinks. Paid search or pay-per-click (PPC) advertising is also covered, including setting budgets, campaigns, and monitoring performance. The key takeaways are that content is important for organic rankings, while paid ads allow targeting specific keywords; both require ongoing monitoring and refinement.