How are SEO & SEM complimentary and not independent

SEO and SEM are complimentary to each other and are not independent. The aim of any marketer or website design company is to come with a website that has all the ingredients that make it successful. While the SEO techniques are used to increase the rankings of the website on the search engine results, the work of SEM is to get more signals about the likes and dislikes of the customers. The information obtained on one end can be used to enhance the working of the other with the main motive, success of the website.

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