Example of the visibility of SEO and SEM positioning

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Visibility: Organic vs. Paid
Visibility is the way in which users can find the content of a site in the SERP of Google, or any other search engine. In the case of SEO, the results are visible naturally and organically . In the case of SEM, paid ads are placed in the search results. They usually appear first with a small banner above them that says “Sponsored” .

For example, if you search for “Chinese food switzerland mobile database restaurant,” you will see that the first results are paid, while the next ones are organic.

However, in recent times, Google has begun to implement modifications to its SERP, showing more paid and artificial intelligence-generated results, known as SGE (Search Generative Experience).

Example of SEO and SEM positioning visibility
Traffic: Quality vs. Quantity
Traffic represents the people, or users, who enter the website. It can be organic or paid. In the case of SEO , the traffic is of higher quality, because they are users who search for relevant information in a specific way. SEM, on the other hand, provides a large volume, but the quality will vary depending on the keyword, the audience segmentation and the specific campaign.