It’s really not all that shocking that you cannot have SEO without SEM. Still, you would be blown away at how many people don’t realize this.

Today’s MediaPost (reg. req’d) reports on new data from SEM firm 360i, which essentially points out the complex conversion path and symbiotic relationship between paid and unpaid links. This study is a complement to one released in May by the firm that showed the value of branded and generic ads in the purchase cycle.

Both studies show that there are lots of clicks and consumers use branded and non-branded terms, organic and paid links in their process. The “meta-communication” of the research is that marketers must be present at every stage of the buying cycle reflected in search user behavior and must employ a range of strategies to gain consumer awareness and reinforce it…. Source: searchenginejournal.com