One question that we are often asked here at SinoTech Search is how much resource and spend the advertisers and brands should devote to Search Engine Optimization (SEO) versus Search Engine Marketing (SEM). However, it seems to be one of those questions that you never get a direct answer from most Search Marketing companies.

One of the first considerations when it comes to planning integrated campaigns is that of timing. The nature of SEM makes it a very agile compared to SEO, which can be particularly important when it comes to running reactive or tactical campaigns. Getting exposure against new keyword groups will always be quicker via SEM.

While SEM may be a faster way to get onto the results pages of the Search Engines, the results and insights gained from the campaigns can and should then be used to underpin longer-term SEO strategies. Analyze the ad copy and specific keywords that delivered results through your SEM and then use those insights to inform your SEO.

On a similar note, you can consider using SEM as a way for testing keywords, the copy and landing pages before you embark on a full scale SEO campaign. Use tools to ensure that you closely monitor how you compare against your competition and, where necessary, redress any negative balances with adjustments to your campaigns. For your top keywords, and particularly in aggressive industry sectors or at key times of the year, you may even choose to run your SEM campaigns as a loss-leader until your SEO has time to catch up.

A final point to consider is that SEM also exists in the space beyond the search and meta-search engines. You can select to run SEM ads on the content networks that will reach parts of the web that SEO can’t, further extending your online reach. Of course, when it comes to running contextual SEM campaigns, you need to start thinking about how your campaigns integrate with your broader product/company branding strategy. But that’s another topic for another post.