Running pay-per-click (PPC) advertisements is an extremely impactful method of SEM. By crafting enticing and compelling ad copies, you can place your website above the organic results on Google and generate more traffic and leads. SEM can provide near-instantaneous results from the moment your ads go live.
SEO, on the other hand, is a long-term strategy which takes several months to show results. Unlike SEM, the benefit of SEO is that you do not have to pay for sustained results.
SEO and SEM can nicely complement each other, meaning the best strategy is often a combination of both. By finding out the successful keywords through a short-term SEM campaign, you can more successfully target them in your long-term SEO campaign. In doing so, you will reduce your dependence on paid advertising.