Often pitted against each other, these strategies actually work in tandem to deliver in-market consumers to your website. Your prospect 9 times out of 10 will start their buyer’s journey with a search related to the solution that your product or service delivers. SEO and SEM refers to the strategies and tactics related to making your business visible to consumers who are in market and looking for your product or service. A sound holistic strategy is to audit your website, see which keywords your website performs well for organically and develop campaigns to conquest those terms or queries for which your website is struggling to rank.