Depends on the application.

From the surf or in my tube in less than 7 feet of water I almost never let the swimbait hit the bottom. It's either a straight in retrieve, straight in with occasional stops, or straight in with occasional jerks of the rod tip.

In my tube in more than 7 feet of water I will usually let the bait hit the bottom then using the reel quickly hop it with two or three quick cranks, stop, hit bottom, repeat.

Check out these articles:
http://www.calfishing.com/saltwater/halibut/index.html
http://www.swimbait.com/techniques/halibut-edwards.htm
http://www.swimbait.com/techniques/halibut-wolf.htm