How do SEM and SEO complement each other?

What is SEO? 

Search engine optimization, or SEO, is a set of techniques and approaches aimed at improving a website’s or page’s visibility and position in search engine results pages (SERPs). Increasing a website’s organic (non-paid) traffic is the main objective of SEO, which is achieved by improving the website’s visibility to search engines like Google, Bing, and Yahoo. 


There are several factors to be considered in SEO those are as follows: 

  • On-page optimization – This entails optimizing the content and structure of your website to make it easier for search engine crawling and indexing. 
  • Off – Page optimization – Building trustworthy links to your website is a part of off-page SEO. Your website’s authority and relevancy will increase as a result. 
  • Technical SEO – This involves making the structure of your website search engine friendly. This also covers security, mobile usability, and site speed. 

 What is SEM? 

The goal of search engine marketing (SEM), a digital marketing strategy, is to make websites and businesses more visible on search engine results pages (SERPs).  

SEM is essentially made up of these essential parts:  

  • PPC (pay-per-click) advertising – Every time a user clicks on one of these ads, you must pay for them. 
  • Display Ads – These are the ads that are displayed on the website. 
  • Retargeting Ads – These are the ads that are used to target users who have already visited your website.

 Can you use SEO and SEM together? 

To increase a website’s exposure to search engine results, two closely linked digital marketing techniques called SEO (Search Engine Optimization) and SEM (Search Engine Marketing) can be used in combination. Even though they are very different from one another, they can work well together. Here is how SEM and SEO can complement each other:  

  • Synergy in SERP (Search engine result page) – Having listings on search engine results pages (SERPs) that are both organic and paid can help build brand awareness, visibility, and trust. When users see your website mentioned in both the sponsored advertisements and the organic results, they are more likely to click on a result, which increases the probability that they will click and convert.  
  • Target high-intent keywords – Keyword research is the first step in both SEO and SEM. Keyword research is used in paid advertising campaigns by SEM, whereas SEO focuses on optimizing a website’s content for natural search results. Finding high-value keywords with high search traffic that are relevant to your business might be enhanced by collaborative keyword research.  
  • Testing and Exchange of Data – Data analysis and testing are part of both SEO and SEM operations. Hence data can be exchanged, and you can compare the results of these two approaches. Therefore, you can focus your SEO efforts on a specific keyword if it performs well in an SEM campaign, for instance.  
  • Remarketing – SEM can be used to drive initial traffic and capture leads. Once the user has visited your website you can use remarketing (SEM Strategy) to re-engage users through cookies of the website, which will involve displaying the ads to those users who have previously visited your site, reinforcing your brand and message.  

Together, SEO and SEM may produce a more comprehensive and successful digital marketing plan. You may increase the exposure of your website, attract more relevant visitors, and get the most out of your online marketing campaigns by combining the advantages of the two strategies. 

At Picaro Advertising we can help you with both strategies.