Search engine marketing (SEM) works by using a combination of techniques to increase visibility on search engine result pages (SERPs). This includes using paid ads, optimizing content for search engines, and creating backlinks to your website. Paid ads, or pay-per-click (PPC) campaigns, are designed to appear at the top of SERPs when users search for certain keywords. Optimizing content for search engines involves using keywords and phrases throughout the website that are relevant to the product or services being offered. Finally, creating backlinks to your website involves getting other websites to link back to yours, which can help increase your SERP ranking.