How to Make SEO Keyword Research and Analysis Work with SEM

Kye Mou
September 12, 2012
SEM SEO High Five

Yesterday, I shared a story I commonly refer to whenever I talk about how SEM managers using keyword research and analysis can help their SEO counterparts. As I discussed, the knowledge share of mutually beneficial keywords is typically absent not because there’s a shortage of keywords, but rather because the value of sharing isn’t often realized. As part of my Roundtable Forum discussion at SES San Francisco last month, I’ll continue exploring the importance of communicating the findings between SEM and SEO managers during keyword research and analysis.

What Does SEO Offer SEM?

Natural search query reports provide an incredible amount of insight into the keywords that result in natural search clicks and conversions. Typically, since short tail keywords across a website are already leveraged within an SEM program, the keywords of interest within these reports are longer tailed. And in the spirit of storytelling, I’d like to share another one about my experiences working with a pet supply retailer.

Due to an expanded monthly budget, I was tasked with building out an extensive list of keywords that had to hit an aggressive return-on-investment (ROI) goal. Working with my SEO manager, and reviewing extensive natural search query reports, we discovered several keywords that drove an incredible amount of natural search traffic and conversions to a product page embedded deep within the website. Based on our findings, I decided to add these keywords into my SEM campaign. Because SEM competition already existed on these keywords and the cost-per-click was relatively low, the heavy influx of paid clicks and conversions was entirely incremental and highly profitable. In other words, after turning on these new keywords there was no decline in natural search performance, and I was able to hit my monthly ROI goal.

Keywords like the ones I’ve described above often fly under the radar of even the most disciplined SEM manager. Keep in mind SEO managers are constantly working within natural search query reports as well as analyzing high volume and top performing landing pages. To continue moving the needle, SEM managers need to integrate these SEO reports and insights into their keyword research and analysis.

More Feedback

As with any mutually beneficial relationship, positive feedback is critical in promoting continuous success. If a new SEO keyword is found to perform well for SEM, it’s important that the performance metrics and analyzes are shared with the SEO manager. Don’t be afraid to proactively seek out feedback. Keep in mind that keyword research and analysis is just one of the many mutualistic strategies that SEM and SEO managers can engage in. Keeping the lines of communication open and providing positive feedback can lead to more aggressive but mutually beneficial strategies, like leveraging SEM keywords to drive traffic to SEO-challenge landing pages.

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