SEO and SEM are not enemies but can work together. Measurement is key to understanding their effectiveness. Search engine results pages have evolved significantly from 2010 to 2020. Google has strict partner criteria for advertising including spending minimums and user certification. Change allows for improvement but budgets and testing impact results. SEM can work if done properly to avoid being seen as spam and evolve with the industry on solid foundations.

1. SEO vs. SEM
Enemies or Allies?
Esteban Martinez

2. Art or science?
Correlation
does not imply
causation

3. Measurement is key

4. Evolution of SERPs
2010

5. Evolution of SERPs
2020

6. Hat party?

8. Tainted reputation

9. SEM Alternative
Google partner criteria
● 90-day ad spend requirement of
$10,000
● Partners requires at least 12
months of spend
● A company needs 1 user
certified in Google Ads

10. Change is great

11. Budgets impact vs Google impact

12. Google: King of testing

13. Does SEM work?

14. Chlorine in the pool

15. Weeding out the spammers

16. Evolution of SEM

17. A house must be built on
solid foundations if it is to
last.
The same principle applies to
man, otherwise he too will
sink back into the soft ground
and becomes swallowed up by
the world of illusion.
- Sai Baba

18. Thank you
Esteban Martinez