Search Engine Optimization (SEO) & Search Engine Marketing (SEM)
SEO builds organic discoverability. Paid search buys eligible auction traffic.
Cheat sheet
SEO builds organic discoverability. Paid search buys eligible auction traffic.
What to check first
Separate brand from non-brand queries and verify site indexing and conversion definitions.
How to make the call
Keep ads where incremental contribution exceeds spend and improve organic service pages.
Google Ads · Conversion Lift · further reading for growth & digital
Indian practice case
Fictional scenario
A Delhi dental group sees paid brand ads capture many searches that also show its organic listing.
Reveal the step-by-step solution
- Diagnose the problem.
Separate brand from non-brand queries and verify site indexing and conversion definitions.
- Work through the evidence.
Pause selected brand ads in comparable areas or periods and measure total qualified bookings.
- Recommend and validate.
Keep ads where incremental contribution exceeds spend and improve organic service pages.
More Indian cases
Interview question
How would you use search engine optimization (seo) & search engine marketing (sem) to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Pause selected brand ads in comparable areas or periods and measure total qualified bookings. Keep ads where incremental contribution exceeds spend and improve organic service pages.