1. Allocate Paid Search Budgets Using Insights from Organic Search Performance
Start by using keyword research to understand where your organic performance is lacking. This helps you identify your target audience better and reduce unnecessary ad spend. Direct your paid search budget toward these gaps to cover areas where organic rankings are low, optimizing your overall strategy.
2. Update Content Strategy with SEM Keyword Performance
Identify your most valuable paid search terms and work with your content writers to incorporate these high-value terms into organically focused content. This aligns your organic and paid efforts, creating a cohesive strategy that enhances your overall search engine presence.
3. Conduct Competitive Research Using Paid and Organic Insights
Understand your competitors by categorizing them based on their presence in both organic and paid search. Then, analyze them using your own paid and organic research to gain a clearer picture of the competitive landscape. This helps you position your strategy more effectively against your rivals.
4. Integrate SEO Best Practices in Paid Campaigns
When creating paid campaigns, avoid self-cannibalizing your organically targeted keywords. Ensure that your paid campaigns complement your organic efforts rather than compete with them. This alignment is crucial for maintaining the technical health of your website while maximizing your search engine visibility.
5. Foster Communication and Collaboration Between Teams
After gathering comprehensive data, share performance insights with both SEO and SEM teams. Collaboration is key to owning your targeted SERPs (Search Engine Results Pages). When both teams work together, they can align their strategies to dominate the search landscape more effectively.
By combining the strengths of SEO and SEM, you can create a powerful, integrated digital marketing strategy that enhances your online presence and maximizes your return on investment.
