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This document provides an overview of search marketing, including the history of search engines, the importance of search engines, different search engine optimization techniques, and how paid search advertising works. It discusses early search engines from the 1990s like Archie, WebCrawler, and Google. It also explains the difference between black hat and white hat SEO techniques, and how search engine marketing differs from search engine optimization in focusing on paid advertising placement. The document analyzes factors to consider when deciding whether SEO or SEM is best for a particular business, depending on goals, resources, and timelines.