The 50/51 Rule:Balance SEO and SEM Spending.

Content is also important for SEM. The top paid result for a particular keyword used to belong to the advertiser willing to pay the most for a click on its ad. The other advertisements on the page were listed in descending order of the amount the advertisers were willing to pay per click. Google changed that model in 2002, adding another element to who was listed first. Google decided that if an ad was clicked on a lot, it must be really relevant, so it would move that ad up in the paid listings, above ads that were paying more per click. Today, Google creates an overall Quality Score for each ad, which still includes the click-through rate, but also looks at things like the content on the landing page for that ad and whether the content seems appropriate for the keyword searched. As a result, if an advertiser can improve the content on its website, thereby improving the Quality Score of its ad, it can actually move up the paid listings, get more traffic, and pay less per visitor.
 Trident Gum famously stated that four out of five dentists recommend sugarless gum to their patients who chew gum. We think it’s safe to say five out of five SEM and SEO experts recommend content as an integral part of any online campaign. But how much content? How much should be spent on content? Most experts keep that information close to the vest, b
With that context, and understanding we could be accused of a heavy dose of self-interest, we humbly introduce the 50/15 Rule. We think the 50/15 rule will help marketers better allocate resources and funds to maximize the results from SEO and SEM.
The 50/15 Rule is simple. In any marketing strategy, content creation should comprise 50% of organic or SEO spend, and advertisers should spend 15% of their SEM campaign on landing page content.
ut we wanted to give a rule of thumb to get the conversation started.