Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay-per-click (PPC) listings and increase the call to action (CTA) on the website.
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Search engine results page in the context of Web search engine
A search engine is a software system that provides hyperlinks to web pages, and other relevant information on the Web in response to a user's query. The user enters a query in a web browser or a mobile app, and the search results are typically presented as a list of hyperlinks accompanied by textual summaries and images. Users also have the option of limiting a search to specific types of results, such as images, videos, or news.
For a search provider, its engine is part of a distributed computing system that can encompass many data centers throughout the world. The speed and accuracy of an engine's response to a query are based on a complex system of indexing that is continuously updated by automated web crawlers. This can include data mining the files and databases stored on web servers, although some content is not accessible to crawlers.