Paid search will likely increase in 2017. The biggest reason for this is the rise of “fake news.” This is news or content presented as fact, when it is entirely or partly false. It is difficult to sort fake news from legit websites using search engines because of the intentional use of meta descriptions and keywords to skew results. SEM and SEO are important to businesses because advertising needs to be on quality sites. Most organizations do not want their ads associated with fake news and questionable content.