Search Engine Marketing is the term used to describe the range of marketing techniques required to make a website visible on search engines and directories so that it will attract visits from its target audience. This includes the optimisation of a site, the submission to directories, the use of 'pay-per-click' search tools and keyword related advertising.
If you are into serious blogging, especially business blogging, and you want more traffic to your blog, you will take search engine marketing seriously. It will involve efforts in getting inbound links to increase link popularity, optimization, submission to directories, etc. All this involve time and effort.
evisibility search engine optimization campaign offers a free site analysis if you want to find out how your site is faring. I submitted my site for analysis, and got a blank page, with the word "done" in the task bar and the URL http://www.evisibility.com/mailer.php in the address bar. So I suppose this is human operated and I will have to wait for my report.
There is also a controversy over which is better - CPC (Cost per Click) or SEO (Search Engine Optimization). The first is fast, cost money and is only for a limited period of time, that is, it will bring traffic while the CPC campaign last. The second takes time to show results, is free if you do it yourself and is able to get free inbound links, but cost money if you let professionals like e:visibility do it for you, takes more effort but is beneficial over a longer term.
e:visibility also have a blog with a post comparing the two at CPC or SEO: Which is better.