Social media marketing should not be confused with social media optimisation, which like SEO utilises specific techniques, methods and key terms to promote web traffic and awareness. SEO works through search engines, SMO works through social media.
SEO – Search Engine Optimisation refers to techniques used to increase the likelihood of a website appearing on a search engine results. SEO focuses on attracting natural or organic search traffic. These techniques work to persuade search engines to better rank your website.
SEM - Search Engine Marketing is an umbrella term for all efforts to get search engines’ attention to gain higher rankings. Like optimisation, SEM includes using keywords and link popularity to increase a website’s exposure.