SEO vs. SEM in 2025
SEO compounds; SEM buys reach. AI changed execution, not purpose.
Key Differences
Dimension
SEO
SEM (Paid)
Speed
Slow → durable
Immediate → budget bound
Cost
CapEx (content/tech)
OpEx (media)
AI Surfaces
GEO, entities, citations
Catalog feeds; rich creatives
Risk
Algorithm shifts
Auction volatility
2025 Playbook
- Share data: SEO pages lift QS → lower CPC.
- Feed AI: structured data + verified brand facts.
- Measure holistically: MMM/experiments.
Case Snapshots
- B2B SaaS: SEO clusters + exact-match BOFU → +38% pipeline, blended CAC −19%.
- E-com: Product schema + PMax assets → +27% ROAS; non-brand organics +52%.