This activity is important because marketers should be aware of the distinctions between search engine marketing (SEM) and search engine optimization (SEO). Olivia is a marketing student who is home for the summer, helping out with her family’s restaurant supply business. Over breakfast, she suggests to her dad that the company look at ways to improve website performance in order to generate new business. She explains that there are two approaches to improving the ranking of their company website on major search engines: 

(1) search engine marketing (SEM) and (2) search engine optimization (SEO). Olivia’s dad finds digital marketing very confusing. He asks if Olivia can provide examples of SEM and SEO. The goal of this exercise is to assist Olivia in explaining search marketing concepts to her dad by sorting each of the examples into one of three categories: (1) SEM, (2) SEO, or (3) Neither SEM nor SEO. Select the most appropriate search marketing approach for each of the examples below. 

1. Initiating a Google AdWords campaign to improve search engine results ranking for their website 

2. Purchasing pay-per-click sponsored listings so that a link to the company's website appears at the top right portion of the search engine results page 

3. Writing a weekly blog aimed at helping restaurant start-ups 

4. Making it easier for site visitors to share website content via social media, such as Twitter and LinkedIn 

5. Increasing the website's popularity and "stickiness" by improving its ease of navigation 

6. Purchasing an online banner ad on a popular restaurant industry website 

7. Creating a Facebook page for the business