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Abstract Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two important concepts that affect the promotion of a website. Companies around the world take advantage of the correct use of techniques related to SEO and SEM. The purpose of this MSc Thesis is an extensive review of existing literature in the field and to present the creation of a web-based electronic shop and the application of SEO and SEM techniques for the shop. Particularly, we show an electronic shop can be built by making a detailed analysis of existing platforms and choosing the Wordpress platform as the best solution for doing this. We also present a study regarding search engines and we also make a comparison of existing search engines. Finally, we indicate which techniques of SEO and SEM we found to be necessary.