This document discusses search engine marketing (SEM). It defines SEM as promoting websites to increase their visibility in search engine results pages through optimization and advertising. The key components of SEM discussed are editorial/organic listings, paid search/CPC/PPC listings, and search engine advertising. Benefits of SEM include increased productivity, relevance, and value through tools that automate tasks, suggest keywords, and find low-cost advertising opportunities. Features of an SEM platform discussed include friendly URLs, XML sitemaps, custom meta tags, and integration with analytics tools.