... morecompelling and easier for search engine users to find. Part I, Search Engine Marketing Optimization, will teach you how to use natural search engine optimization (SEO), pay-per-click (PPC) advertising, ... x0 y0 w1 h2" alt="" 1PART II. Search Engine Marketing Optimization Search engine marketing (SEM) is the process of using natural search engine optimi-zation (SEO) and pay-per-click (PPC) advertising ... referrals and PPC conversions for search result pages.xviii|PrefaceChapter 1, Natural Search Engine Optimization Shows best practices for improving organic search engine visibility, as well ashow...