SEM is encrypted as Search Engine Marketing, which means several initiatives to make the site visible in search engine results. As opposed to SEO, SEM is aimed at promoting the site to the top of the search engine results page (SERP), competing with many other sites by definite queries. Since the new BERT algorithm was launched by Google in 2019, some ranking factors were revised. However, the linking mass and thoroughly-elaborated semantic core with topical keywords are still imperative.