Search engine marketing is vital to ensuring a successful digital marketing campaign. SEM helps you market to people who are searching for exactly what you provide through paid marketing strategies. The intent is to promote your website by increasing your visibility on search engine results pages (SERPs) by paying to be seen. It’s an umbrella term that may encompass SEO (which takes more of an organic approach) as well as pay per click (PPC). According to Search Engine Journal, Google owns 68% of the search engine market share, with the search engine industry estimated to be worth more than $65 billion. And with 91% of Internet users utilizing search, you can’t ignore this piece of your digital marketing puzzle.