Search engine optimisation (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or unpaid ("organic" or "algorithmic") search results. SEO may target different kinds of search, including image search, local search, video search, news search and industry-specific vertical search engines. This gives a website more web presence.

Search engine marketing, (SEM), is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion. SEM is therefore about utilizing various means of "marketing" for it to become more relevant in search engine searches and their rankings.