Search engine marketing in digital marketing is a form of online marketing that focuses on increasing visibility, traffic, and conversions on search engine results pages. It helps businesses leverage search engine algorithms to reach their target audience, increase brand awareness, and generate leads and sales. It is an effective way to promote products and services online as it provides a platform to reach potential customers who are actively searching for the products or services you offer. Search engine marketing involves optimizing webpages and content for relevant keywords to rank higher in search engine results, as well as creating ads to display on search engine results pages. It also includes tracking and analyzing results to determine the effectiveness of campaigns and make necessary adjustments to improve performance.