This is the term we use when talking about all the efforts involved with optimization, pay per click, writing good page titles, writing good meta descriptions.
SEM also includes the process of getting information about you and your jewelry store published on other websites. As you publish more information about your jewelry store it will also show up in the search engines when someone looks for your name or store name.
More visibility, even if it only publicizes your store name, will ad credibility. You are probably wondering how this additional visibility creates credibility, so let me explain.
Once you start reviewing your website stats you will quickly discover that the most popular "keyword phrase" that creates visitor traffic to your website is actually your jewelry store's own name.
As of right now, when someone searches for your store name, or even your name, they should immediately find your website in the #1 Ranking spot. And if not, you already have some work to do.
The point is, they only find 1 website.
Now imagine how impressive it would be if all 10 listings on that first page were listings, websites or articles about your store. This could include press releases, newspaper interviews, articles you wrote, videos you published, etc. It would be very impressive, and it IS very impressive.
If you would like to see what I'm referring to, try Googling "Jeweler Website Advisory Group" or even my name "Matthew A Perosi" and check out the results.
This entire process is considered Search Engine Marketing.