SEM - Search Engine Marketing

The set of activities aimed at:

monitoring competitors to evaluate appropriate strategic marketing actions within the competitive landscape of search engine results;
increasing website traffic from major search engines by attracting selected and interested users;
managing brand awareness (online branding) through the consolidation of search engine results;
managing brand monitoring, which involves monitoring the sentiment of what users say about the brand in search engine results;
boosting e-commerce through search engines and price comparison platforms;
building databases for subsequent marketing activities aimed at increasing visibility, studying and analyzing the customer base
providing online customer support;

is referred to as Search Engine Marketing, which shares goals and objectives with Web Marketing, leveraging the characteristics of search engines.