When to use SEO and when to use SEM

In the vast universe of digital marketing, SEO and SEM are two fundamental strategies that can transform the visibility of a business online . However, the question often arises: when is the right time to implement each of them?

What is SEO and what is it used for?

SEO , or search engine optimization , focuses on improving the visibility of a website organically, that is, without paying for ads .

Through the creation of relevant content, technical optimization, and obtaining quality links, SEO seeks to position a website in the top search results. This includes:

• On-page optimization : Adjustments to the content and structure of the page.
• Off-page optimization : External strategies such as link building.
• Keyword Research : Identifying relevant terms to attract traffic.

Advantages of SEO

• Generate sustainable organic traffic in the long term.
• Improves brand credibility and trust.
• It is profitable in the long term, since you do not pay for clicks or impressions.

Disadvantages of SEO

• Results may take time to appear, sometimes between 3 to 6 months.
• It requires constant investment in content and technical optimization.

What is SEM and what are its benefits?

SEM , or search engine marketing , includes paid strategies such as Google Ads to improve a website's visibility in search results. SEM allows you to quickly appear at the top of the results by paying for ads.

Advantages of SEM

• Fast and immediate results.
• Greater control over where and when your ads appear.
• Precise segmentation to target specific audiences.

Disadvantages of SEM

• It requires ongoing investment; once you stop paying, the results disappear.
• It can be expensive, especially in highly competitive sectors.

When is it best to use SEO?

Whether your business is new or you are launching a long-term product, SEO is a great option to establish your online presence. Also, it is ideal if you are competing in niches where paid clicks are very expensive. It is ideal in the following situations:

• When you're looking to build a long-term presence : If your goal is to have a solid, long-lasting foundation, SEO is the way to go.
• If you're on a budget : While SEO requires an investment of time and resources, it doesn't involve a cost per click.
• To build brand authority : Organic results generate trust in users, which can translate into loyalty.

When to opt for SEM?

SEM is particularly useful if you have a defined sales strategy, as it allows you to accurately measure the return on investment (ROI) of your campaigns. On the other hand, it is recommended in circumstances such as :

• Product launches : If you need immediate visibility, SEM is the right option.
• Temporary promotional campaigns : For time-limited offers, paid ads guarantee quick visibility.
• Market testing : If you want to gauge interest in a new product or service, SEM ads can provide valuable data quickly.

How to integrate SEO and SEM into your digital strategy?

Combining SEO and SEM can significantly boost your results. Here are some tips to achieve this:

• Use SEM data to improve SEO : Analyze which keywords generate the most conversions and optimize your content based on that data.
• Rely on SEO to reduce SEM costs : A good organic position can reduce dependence on paid ads.
• Perform A/B testing : Experiment with different approaches to SEM and adjust your SEO strategy based on the results.

Combined strategies: the best solution?

Integrating SEO and SEM can be the most effective strategy to maximize your reach and results. By taking advantage of the best of both worlds, you can achieve a strong and versatile digital presence that adapts to the changing needs of your business .

You can use SEM to get quick results and generate traffic while SEO works in the background to establish a solid, sustainable foundation for the long term.

Combined strategy

• Short-Term (SEM): Launch paid ads to generate immediate clicks and start building an audience.
• Long-term (SEO): Optimize your website and content to get sustainable organic traffic, which in turn will reduce your dependence on paid ads.

Implementing both strategies allows you to maximize the visibility of your brand on all fronts, achieving a balance between immediate and sustainable results.

Remember, the key is to evaluate the specific objectives of your business and the time available to achieve the results you expect.

By understanding when to use each approach and how to complement them, you'll be better equipped to meet digital marketing challenges and successfully achieve your goals.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.