There are a number of ways SEM can be performed, broken down into two major categories: organic and subscribed. Organic marketing, if done correctly, covers methods that result in your website being elevated in the natural rankings in search engine results pages. That is, based on the keywords you select, search engines evaluate their relevance to your website based on content and popularity, and your website is assigned a position in the search engine listings above or below your competition's.
Common organic marketing techniques include email list article writing, blog posting, social media bookmarking, professional network linking, online press releases, and other link-building resources. Done properly and within the webmaster guidelines published by major search engine companies, organic marketing is effective. Done excessively, irresponsibly, or unethically, improper organic marketing is labeled "black hat" and can get your website banned from search engine listings altogether.
Subscribed marketing is marketing which has direct costs associated with specific positions and traffic to your site. For example, some companies operate "directory services" that may include a link to your website based on a particular set of keywords, and you pay for specific positions that your website is listed within their directories. Other subscribed marketing includes pay-per-click ad campaigns involving a fee whenever someone clicks on your particular ad in the search engine results.
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