|Search engine marketing is the act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing paid listing or a combination of these and other search engine-related activities. Search engine marketing includes organic and paid methods of driving traffic to a site. With organic search engine marketing, sites are listed solely because a search engine has deemed it editorially important for them to be included, regardless of payment. Paid inclusion content is also often considered "organic" even though it is paid for. This is because that content usually appears intermixed with unpaid organic results.With paid inclusion search engine marketing, advertisers listings are guaranteed to appear in response to particular search terms, with higher ranking typically obtained by paying more than other advertisers. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee. Having both organic and paid listings as part of your search engine marketing plan will increase the amount of traffic that search engines drive to your site. There are many firms that offer search engine marketing and they can vary greatly in costs and services. PPP (pay per performance) is the best way to engage in a search engine marketing plan. The results of search engine marketing are cut and dry, you are either listed for a search term or your not. Your rank for the particular term is listed and you can either justify the cost of the search engine marketing or decide to try another company that can hopefully deliver the results that you desire.