Search Engine Marketing (SEM) goes through a process to arrive at search results and rankings. Businesses will want their sites to be part of the visible search result landing page. There are ways to seek Search Engine optimizations (SEO) without paying and Pay-per-click (PPC) that requires payment based on every click. When a search gets keyed in the search line, the result gets ranked to determine what should appear at the top (PPC) and what should appear at the bottom - "organic " or " natural" searches. In a search rank result, the page gets determined by proprietary algorithms and other factors. Businesses, therefore, must also be aware of the elements that can affect and downgrade ranking with SEO. They include photographs and contents that are problematic or irrelevant and flash pages used to display photos.

Google had to consider mobile devices' popularity and revamped its formats accordingly to provide effective SEM for mobile users.

(1) Compare two searches, one on a desktop and one on a mobile device. Referring to material from Chapter 11, explain what you search on both devices the process, the differences in the results, and why.

(2) What platform would you choose to place your business advertisement, and why?