Today, creating and maintaining a successful website is more than just a one-step process. Many clients believe that once their website has been uploaded to the Internet, it is readily available to their target demographic; however, without a proper promotional strategy, a website can be lost within hundreds of pages of search engine results. In addition, tactile, paper-based directories such as Yellow Pages have fallen behind in our digital age. Search Engine Marketing campaigns such as Google AdWords have demonstrated both proficiency and cost efficiency when compared to Yellow Pages, resulting in measurable, higher quality results. Google AdWords is one example of an SEM strategy, but you are probably still asking yourself: “What is SEM, and why should I care?”