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Search Engine Marketing (SEM) has changed considerably over the past ten years. When first started, it was called Search Engine Submission. Then it became Search Engine Optimization (SEO), which was barely recognized as a marketing strategy. At first, SEO was a service used to make attractive web pages. It required due installing Meta tags, relative keywords in content and manually submitting to engines like WebCrawler, Yahoo!, Lycos, AltaVista and Excite. Looking back, it was a lot easier to achieve high rankings in those days compared to the complexity of organic SEO today. By reverse-engineering the search algorithms, SEO technicians discovered many different ways to quickly get high rankings. That began the white-hat / black-hat debate that continues to this day. Paid inclusion and paid placement are the main services included in Search Engine Marketing. Search marketing is now proven to be an accountable, cost-effective and multi-purpose advertising medium.

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