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  • Writer's pictureSusmita Asad

How Do SEO and SEM Work Together in 2024?

Updated: Nov 23, 2023

SEO and SEM work together in 2024 to help businesses achieve their desired place in the search engine result pages boosting organic growth. The two strategies may have different distribution processes but the goal is similar.

The difference between SEO and SEM is that SEO is more of a functional organic strategy whereas SEM is a paid strategy. Putting them together as a search marketing strategy brings fast dynamic and sustainable results.

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In this article, we will be learning how SEO and SEM work together in 2024.

Understand SEO and SEM Search Algorithm

Before getting to know how search engine optimization (SEO) and search engine marketing (SEM) works together, you have to understand how the search algorithm works for both of these strategies. SEO and SEM search algorithms are constantly evolving, but they share some common factors. Here’re some common list of factors for SEO and SEM,

SEO Search Algorithm

Google's algorithm uses machine learning and artificial intelligence to continuously refine it’s algorithms. It is essential to understand, follow and keep updated with the criterias to get the best results from SEO.

  • SEO algorithms according to Google ranking factors rank websites based on both on-page and off-page factors.

  • On-page factors include the content on the website, such as the use of relevant keywords, the quality and freshness of the content, and the overall user experience.

  • Off-page factors involve links from other websites to the website. The number and quality of backlinks are signals to search engines that the website is authoritative and trustworthy.

  • Technical factors, such as site speed, mobile-friendliness, and crawlability, are also important for ranking.

SEM Search Algorithm

Google's Search engine marketing (SEM), often referred to as paid marketing or Pay-Per-Click (PPC), operates differently from organic search ranking algorithms which is SEO.

  • SEM relies on an auction-style mechanism to decide a website's ranking.

  • Advertisers bid on keywords that are relevant to their products or services. The higher the bid, the more likely the ad is to appear at the top of search results.

  • Google also considers the quality of the ad and the landing page when determining ad placement.

  • Ads are displayed at the top or bottom of search results, depending on their Ad Rank.

  • Ad Rank is a calculation that takes into account the bid amount, quality score, and other factors.

How Can You Utilize SEO and SEM Together in 2024?

SEO is sustainable whereas SEM has faster results. If you combine them together, you may have magic rank experience. Now that you are informed about how each of the algorithm sets your website apart in the SERPs, we have to steps for you to combine and make the best use of both of these strategies,

Step 1: Using SEO to Improve SEM Campaigns

SEO can make SEM more effective by helping your website rank higher in search results. You can use the same keywords for both SEO and SEM to strengthen your online presence and ensure that your messaging is consistent. Moreover,

When you already have a SEO optimized website, it will positively impact your SEM inputs by increasing quality score. An improved quality score results in lower CPC (Cost-Per-Click).

High-quality, SEO-optimized content can help your SEM ads stand out and improve ad relevance, leading to better click-through rates (CTR).

Step 2: Using SEM to Improve SEO Campaigns

SEM gives a powerful synergy boost to SEO campaigns. It will add on to the valuable traffic you may gain from SEO.

  • You may get valuable data on your selected keywords performance from SEM that can help you to better select your organic keywords.

  • If you run location-specific SEM campaigns, you can also use the same geographic targeting in your local SEO efforts.

  • SEM metrics such as click-through rates (CTRs) and bounce rates can provide valuable insights into how users interact with your website. You can use this user behavior data in your SEO strategy to improve the overall user experience and increase conversions.

Step 3: SEO/ SEM Unified Campaign

By taking a holistic approach that combines SEO and SEM, you can achieve a competitive advantage by ranking high in both organic and paid search results.

In this combines strategy,

  • SEO can help you reach people who are searching for your products or services, even if they are not yet aware of your brand. SEM can help you reach people who are already aware of your brand and are actively searching for you.

Step 4: Using SEM to Retarget Visitors Gained from SEO

Using SEM to retarget visitors who came to your website through SEO can be a powerful way to improve your digital marketing strategy. In this approach, you begin with SEO for your primary search marketing strategy and after gaining a certain number of traffic you move to SEM.


In conclusion, if you are a new business who wishes to rank fast, you should make SEO and SEM work together. In the meantime, if you are a business with limited budget, organic SEO should be sufficient for your ranking success within a given period of time.

Rest assured that our team of SEO experts at ASL BPO is readily available to address any further questions you may have. Don't hesitate to reach out to our support team for a strategic conversation.

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