In the todays market a perfect SEM program should include:

• analyzing of "search term situation" in search engines
• finding the successful search terms
• optimization source code, site structure, link structure, though in some cases a complete re-design is necessary
• creation of link popularity (inbound links)
• search engine position tracking over a period of at least 6-12 months and re-optimization for best results in organic listings
• a comprehensive paid monitored search program with the top search engines

* 90% of Internet traffic originates at one of the 10 major search engines...If you're not listed, you might as well not even have a web site!

* Some search engines offer a program where you can pay to be guaranteed that your pages will be included in its index. This is NOT the same as paid placement, which guarantees a particular position in relation to a particular search term.