To increase the visibility in Search Engine Result Pages (SERPs) through the use of paid placement , inclusion and advertising one need to follow the concept of search engine Marketing that is abbreviated as SEM. The industry peak body Search Engine Marketing Professional Organization (SEMPO) founded by Barbara Coll in 2003, includes search engine optimization (SEO) within its reporting, and SEO is also included in the industry definitions of SEM by Forrester Research, eMarketer, Search Engine Watch, and industry expert Danny Sullivan.. The New York Times defines SEM as ‘the practice of buying paid search listings’.