Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are essential to online marketing—and that goes for the mobile world, as well. When a potential customer wants to find information on a product or service, chances are the first place they'll go to look is on a search engine such as Google or Bing, or on the search function in an apps store. Savvy Internet marketers use keyword and -phrase-oriented content and ads in order to help lead the right people to their front door online. Knowing which keywords to use—and how often to use them—is a pretty exact science; overuse of certain keywords can actually make your search engine rankings drop. How have you put SEM to use for your product or business? Do you find the practice helpful, or is it much ado about nothing, in your opinion? Trade your SEO and SEM tips and stories with your fellow Appvice Community members here. Share your experiences about how search engines have boosted your business, and any flaws you think might be inherent in the system.