In today’s digital economy, visibility within search engines has become a critical determinant of online retail success. Search Engine Marketing (SEM) serves as an overarching concept that encompasses both paid and organic strategies designed to achieve these objectives. This chapter explores SEM within an analytical and practical framework, focusing on its two primary components: Search Engine Optimization (SEO) and Paid Search Advertising (PPC). While SEO represents a long-term, technically oriented process aimed at improving a website’s organic ranking on Search Engine Results Pages (SERPs), PPC refers to a paid approach in which businesses bid on specific keywords to gain instant visibility and targeted traffic. An effective online retail strategy requires holistic integration of both approaches. On one hand, organic tactics such as keyword research, on-page optimization, technical SEO, and high-quality content development strengthen a website’s relevance and authority. On the other hand, performance-driven advertising campaigns, measured through key indicators like Cost Per Click (CPC) and Cost Per Acquisition (CPA), ensure immediate visibility and measurable returns. To maximize Return on Investment (ROI), it is essential to continuously monitor, analyze, and refine both organic and paid initiatives. Tools such as Google Analytics and Semrush allow marketers to assess conversion rates and advertising performance metrics in real time, enabling data-informed decisions and ongoing optimization. Ultimately, this chapter provides evidence-based insights and actionable guidance for retailers seeking to enhance their digital marketing efficiency and achieve sustainable growth in increasingly competitive online markets.