Briefly describe search engine optimization (SEO) and search engine marketing (SEM)

What will be an ideal response?

Search engine optimization (SEO) improves "organic search" (non-paid search) rankings of search engines (such as
Google) by adjusting content on company website pages, editing website HTML (hypertext markup language, the
language of Web pages), and making other changes, such as adding links toward the site. SEO increases company
visibility (so prospects know about it), boosts sales to target markets (by using specific keywords relevant to those
markets), and enhances company credibility (by associating it with relevant keywords).
Search engine marketing (SEM), also called pay per click (PPC) advertising (such as Google's SEM offering,
AdWords), places ads in search engine results that correspond to a user's search. SEM allows businesses to create
advertising using keywords related to their business, which are displayed during user searches. SEM works well
for niche marketing (keywords can be very specific to niche markets), where conversion rates must be increased
(businesses can target customers likely to buy by using relevant keywords), and gathering feedback on the
relevance of the company's messaging (SEM analytics show the effectiveness of different messaging campaigns).