A good strategy is to use SEO for the most relevant keywords, and/or for any keywords that are so competitive, you cannot afford them. Then augment the SEO (Search Engine Optimization) with SEM (Search Engine Marketing). This way you can create a synergy and page dominance when your website appears in the organic AND paid results. As with any marketing strategy, it is important to carve out a niche that distinguishes your company from others. Results are easily measured and you will know when your search marketing works and when it doesn’t.

Why would you want to miss as much as half your potential quality traffic?

When a good search marketing campaign brings as many conversions as organic results, it is equally as important at SEO.

SEM works faster! Changes you make on your page may effect Google’s assessment faster, but the all import link building takes time. You may be months down the road of a SEO link building campaign and still not see results that you can attribute to those links. Which ones did Google find, which ones were considered most relevant, which came from high value sites? It takes time to evaluate and see the results of these types of efforts- but with Search Marketing, we know the clicks on ads, often within hours!

You get to test ad copy too!. With SEO the search engine may pick up your title and description from your home page, but it does not instantly update, Search marketing text ads, often update the next day, sometime much sooner.