SEO versus SEM
Pick a goal and a timeframe. The timeline shows expected leads each month for SEO and SEM. Numbers are directional for planning.
Top moves for SEM
Top moves for SEO
SEO versus SEM made clear
Use the runway to plan a sensible mix of search engine optimisation and paid search. Set your goal and timeframe. The tool shows what to expect month by month, when results should start to show, and where each dollar is likely to work hardest. Treat the numbers as direction, not a promise.
How to use the runway
- Pick a goal. Leads now, balanced growth, or durable visibility.
- Set your monthly budget and the number of months you want to plan.
- Choose competition and the strength of your current assets.
- Read the suggested split and scan the bars by month. The note above the grid tells you when SEO is likely to overtake SEM.
- Use the moves under the chart to form your task list for the next sprint.
What the chart is telling you
- SEO tends to lag for three to six months before it ramps. The length of the lag grows with tougher markets and weaker assets.
- SEM delivers immediately. It improves in the first few months as you learn, then it flattens as you reach a steady state.
- The suggested split often shifts through the year. More SEM early, then more SEO as organic returns arrive.
When to lean into each channel
| Situation | Lean to SEM | Lean to SEO | What to watch |
|---|---|---|---|
| Brand new site | Yes for the first quarter | Start the groundwork on day one | Cost per lead trends and early quality of queries |
| Strong content and links already in place | Keep a small always on spend | Yes, compound the momentum | Share of voice for core terms and new page indexation |
| High competition with limited budget | Yes, but keep tight match and strong negatives | Pick a narrow topic set and build depth | Profit by query theme, not just totals |
| Short sales window such as a seasonal offer | Yes, SEM should carry the target | SEO focus on evergreen pages that support the next season | Time to first result and landing conversion rate |
What to expect by month
- Month one to two. SEM brings leads while you set measurement, tidy landing pages, and learn query intent. SEO work begins, but results are minimal.
- Month three to six. SEM efficiency improves a little with creative and query tuning. SEO begins to move as content lands, internal links pass context, and technical friction drops.
- Month seven to twelve. SEM reaches a stable level and holds it with small tests. SEO builds on itself. New pages lift, older pages gain trust, and cost per lead trends down.
Assumptions used by the planner
- SEM cost per lead starts from a baseline by market strength. Learning can reduce that cost by about ten to twenty per cent in the first few months.
- SEO cost per lead at maturity is lower when assets are strong and much closer to SEM when assets are weak.
- SEO includes a visible lag of two to six months before meaningful change. After the lag, growth is a steady ramp that slows as you approach a practical ceiling.
- Budgets that are very high for the size of the market face diminishing returns, especially in paid search.
Simple playbooks to start
If you choose Leads now
- Put most spend into SEM for the first quarter. Keep tight match groups and negatives. Ship two creative tests per fortnight.
- Begin SEO with low effort work on key pages. Short answers with sources, internal links that pass intent, and cleanup on input delay and layout stability.
If you choose Balanced growth
- Split spend and review monthly. Keep SEM learning while you build a topic hub and add comparison and how to pages.
- Push one credible asset for coverage and links such as a price guide or a small benchmark study.
If you choose Durable visibility
- Invest in depth. One hub, eight to twelve child pages, and a calculator or checklist that earns mentions.
- Maintain an always on SEM layer for brand terms and high intent gaps you do not rank for yet.
Quality guardrails
- Always measure cost per lead by intent group. A cheap lead with poor fit is not a saving.
- Keep sources and dates on advice pages. That invites citations and improves trust.
- Keep the same claim across your site, your profiles, and your ads. Mixed messages cost money.
Three quick examples
- Local service with limited content and high competition. Expect an SEO lag close to six months. Start with more SEM in quarter one, shift weight as local pages and reviews land.
- National ecommerce with decent base and medium competition. Expect SEO to move by month three or four. Keep SEM for category gaps and for new product launches.
- Consulting practice with strong expert profiles. Expect SEO to move early. Publish a benchmark and a clear method page. Run small SEM for names and high intent terms you cannot win yet.
Frequently asked questions
How accurate are the numbers?
The model is directional. It reflects common patterns. It uses your inputs for budget, timeframe, competition, and asset strength to set a reasonable ramp and a reasonable ceiling.
When should I see movement from SEO?
Most sites see the first useful lift in three to six months. Strong assets and lower competition shorten the wait. Weak assets and tough markets push the wait toward the top of that range.
Can paid search keep improving after the first few months?
Yes. Early learning improves results. After that, progress tends to slow as you approach the practical limits of the market and your landing pages.
Do I pause SEM when SEO starts to rank?
Usually no. Keep SEM for terms you cannot win yet, for brand protection, and for experiments that inform your content and offers.
What to measure each month
- For SEM. Cost per lead by theme, share of eligible impressions, landing conversion rate, and creative win rate.
- For SEO. Share of voice for your topic sets, new referring domains with context, crawl health, and conversions from organic landings.
- For both. Lead quality and sales cycle length. This tells you which queries are worth the spend and the sweat.
Next steps
Pick a goal in the tool, lock in a three month plan, and ship the first five moves. If you want a one page roadmap that uses your data and your sector, send your site and your primary service. We will return a practical split and a short task list you can action this week.
