SEO and SEM involve different internet marketing strategies. SEO (search engine optimization) aims to increase organic rankings through on-site techniques like optimizing titles, meta tags, and keywords. It does not involve direct costs. SEM (search engine marketing) uses paid placement programs that guarantee higher rankings in exchange for per-click costs through ads. While SEM allows for ROI tracking, SEO can also be effective if budgets are limited, as it focuses on improving organic exposure through technical optimization. Both approaches combined can maximize a website's discoverability if budgets permit.

1. SEO and SEM (notes from 7 th International Internet Marketing Conference, 5 – 7 April 2004) by Siang Tay Marketing and Development Unit, UniSA

14. Search engine optimisation/cont’d How SEO elements affect organic listings Title tag Meta description tag (or first para of text if no meta des has been added) Keywords

18. Search engine marketing/cont’d Paid placements - Google Paid placements

19. Search engine marketing/cont’d Paid placements - Yahoo Paid placements