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Search engine optimisation (SEO) is the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of the natural listings of a web search.

Search engine marketing (SEM) is a combination of search engine optimisation (SEO), paid placement programs and pay-per-click advertising. Search engine marketing is used to gain prominent placement on a search results page for a company's products and services either through optimisation services or paid advertising.

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