SEM vs SEO: Which Should Your Business Prioritize?

Search Engine Marketing

When it comes to increasing visibility on search engines, two terms dominate the conversation: SEM and SEO. But what do they really mean, and which should you focus on?

SEO (Search Engine Optimization) is the art of optimizing your website so it ranks organically in search results. Think blog content, technical SEO, backlinks, and page speed.

SEM (Search Engine Marketing) refers to paid search advertising—buying traffic by bidding on keywords through platforms like Google Ads.

When to Choose SEO:

• You’re playing the long game

• You want sustainable, compounding traffic

• You have time to build authority and content

When to Choose SEM:

• You need traffic now

• You're launching a new product or campaign

• You want to test specific messages or offers

At Buo, we often recommend a hybrid approach. Start with SEM for fast traction, then use the insights to inform your SEO strategy. Over time, SEO will drive long-term traffic while SEM delivers short-term wins.

Still unsure? Talk to our SEM team and we’ll walk you through a custom strategy.