begin tran
if exists (select * from table with (updlock,serializable) where key = @key)
begin
   update table set ...
   where key = @key
end
else
begin
   insert table (key, ...)
   values (@key, ...)
end
commit tran

begin tran
   update table with (serializable) set ...
   where kay = @key

   if @@rowcount = 0
   begin
	  insert table (key, ...) values (@key,..)
   end
commit tran

MERGE INTO table_name WITH (HOLDLOCK) USING table_name ON (condition)
WHEN MATCHED THEN UPDATE SET column1 = value1 [, column2 = value2 ...]
WHEN NOT MATCHED THEN INSERT (column1 [, column2 ...]) VALUES (value1 [, value2 ...])

MERGE INTO table_name WITH (HOLDLOCK) USING table_name ON (condition)
WHEN MATCHED THEN UPDATE SET column1 = value1 [, column2 = value2 ...]
WHEN NOT MATCHED THEN INSERT (column1 [, column2 ...]) VALUES (value1 [, value2 ...])

IF EXISTS (SELECT * FROM [Table] WHERE ID = rowID)
UPDATE [Table] SET propertyOne = propOne, property2 . . .
ELSE
INSERT INTO [Table] (propOne, propTwo . . .)

ALTER PROCEDURE dbo.Merge_Foo2
      @ID int
AS

SET NOCOUNT, XACT_ABORT ON;

MERGE dbo.Foo2 WITH (HOLDLOCK) AS f
USING (SELECT @ID AS ID) AS new_foo
      ON f.ID = new_foo.ID
WHEN MATCHED THEN
    UPDATE
            SET f.UpdateSpid = @@SPID,
            UpdateTime = SYSDATETIME()
WHEN NOT MATCHED THEN
    INSERT
      (
            ID,
            InsertSpid,
            InsertTime
      )
    VALUES
      (
            new_foo.ID,
            @@SPID,
            SYSDATETIME()
      );

RETURN @@ERROR;

BEGIN;
-- other operations
SAVEPOINT sp1;
INSERT INTO wines VALUES('Chateau Lafite 2003', '24');
-- Assume the above fails because of a unique key violation,
-- so now we issue these commands:
ROLLBACK TO sp1;
UPDATE wines SET stock = stock + 24 WHERE winename = 'Chateau Lafite 2003';
-- continue with other operations, and eventually
COMMIT;

INSERT INTO MyTable (Key, FieldA)
   SELECT @Key, @FieldA
   LEFT OUTER JOIN MyTable
       ON Key = @Key
   WHERE Key IS NULL
IF @@ROWCOUNT = 0
BEGIN
   UPDATE MyTable
   SET FieldA=@FieldA
   WHERE Key=@Key
   IF @@ROWCOUNT = 0
   ... record was deleted, consider looping to re-run the INSERT, or RAISERROR ...
END

INSERT INTO table(Id, Description)
    SELECT @Id, @Description
    WHERE NOT EXISTS (SELECT NULL FROM table WHERE Id = @Id)

DECLARE @RowExists bit
SET @RowExists = 0
UPDATE MyTable SET DataField1 = 'xxx', @RowExists = 1 WHERE Key = 123
IF @RowExists = 0
  INSERT INTO MyTable (Key, DataField1) VALUES (123, 'xxx')

INSERT INTO Sales(TransId, Status, Amount)
VALUES(123, 'Pending', 20)
ON DUPLICATE KEY UPDATE Status = 'Paid'

INSERT INTO Sales(TransId, Status, Amount)
VALUES(123, 'Pending', 20)
ON DUPLICATE KEY UPDATE Status = 'Paid'