TIP: "Aim for 1st position in search engine optimisation (SEO). But aim for the 3rd or 4th position in search engine marketing (SEM)." Remember, SEO pushes your site to the top of the “natural” search engine rankings (the left-hand side of the search page). There’s no fee for this from the search engine. SEM pushes your website to the top of the “sponsored” or “paid” search engine rankings (right-hand side of the search page). Here, you buy the keywords that will drive your website higher. So ranking 1st on the left-hand side of the search engine page (SEO) is your goal. But ranking 1st on the right-hand side of the search page (SEM) can be too expensive, as different brands compete among themselves to buy the top-performing keywords. Good SEM practice says you should pay less for your keywords, but still appear within the top 3-8 rankings. That way your website will be seen clearly on the first search page, but you won’t pay top dollar.