The Internet information space consists of a network of different websites, servers and other components, and its goal is to provide information to the user. The search engine is one of the most important tools available in the Internet information space. The search engine has an essential function and it facilitates the search of the Internet space. The main part of the topic refers to the term SEM, which represents all marketing activities carried out on Internet search engines and usually includes two techniques: SEO (search engine optimization) and SEA (search engine advertising). Both techniques play a significant role in the creation of a website and its positioning in search engines. SEO techniques refer to the position of the website in the search results of the search engine, while SEA refers to the creation of ads and their success on the search engine. The focus of the paper is placed on these two techniques because they are very important for conducting marketing activities on search engines. The goal of the SEO method is to achieve quality content, precisely defined keywords and recognizable titles in the content. Such use of the SEO technique achieves a very high result in the search results. Every website strives for the first position in the search results because it brings more clicks and, consequently, more interaction. The goal of using the SEA technique is to attract users through search engine ads and consequently achieve the website's goals. Website analysis tools were used for analysis purposes. Using these tools, the results are obtained, which are analyzed and compared. The goal of the analysis is to show the use of optimization on selected websites and what optimization brings to the site. An additional goal of the analysis is to show the usefulness of using such tools when creating a website. Companies want to know how much their investment in optimization and advertising is worth, and that is the focus of interest of this paper. The aim of the paper is to illustrate the utility value of using the SEM method as one of the most significant methods in digital marketing activities.