SEO And SEM Strategy: Building A Working Relationship

By Tinuiti Team

As Forrest Gump would say, they go together like peas and carrots. A match made in Internet heaven. The relationship between SEO and SEM strategy brings together both sides of Internet marketing. Working in cohesion, the SEO and SEM relationship leads to a more effective overall strategy. A number of strategies can leverage your SEO to help your SEM, as well as vice versa.

The first step to creating an effective SEO and SEM relationship is to have both teams on the same page. Your goal should be to create a coordinated effort to mutually benefit both your SEO and SEM strategies. Integrating your strategies almost instantly creates a more effective one. Working together can help show any overlap, as well as holes, between your SEO and SEM campaigns. For instance, if a high-volume keyword converts in only one of the channels, the SEO and SEM teams should use this information to their advantage. Communicating between the two can drive traffic, increase revenue, and improve your overall marketing reach.

Game Plan Your SEO And SEM Keywords

Looking at keywords plays an important role in leveraging your SEO and SEM relationship. A SEO keyword strategy effectively provides a number of opportunities for your SEM campaign. Long-tail keywords remain an integral part of many SEO strategies. This type of keyword brings in small amounts of traffic for a large number of keywords, creating an effective SEO strategy. This specific keyword list offers an opportunity for SEM strategy by providing a well-tested keyword idea list. Many consider the SEO keyword list a market research tested list that can benefit SEM.

SEM also offers an opportunity to test and discover new keywords, as measured by the time spent on the site and conversions. This strategy also reiterates that it remains important for SEO keyword strategies to remember to think like their customers, instead of just a business mindset. By comparing SEM keywords to your SEO list, it may reveal that your targeted SEO keywords focus on different terms. SEM keywords help show the customer mind set and what they will convert upon. These SEM insights allow for an increase in natural traffic, as well as an increase in ROI. Working together, an effective SEO and SEM relationship will build keyword strategies off of each other.

Quality SEO Drives Quality SEM

Quality score is a key factor in determining SEM position and spend. A variety of factors affect quality score including click-through rate, relevancy of ad copy , landing page load time and landing page quality. Having a high quality score means that Google believes your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. The higher the quality score, the lower the SEM costs. This high score helps manage and improve your SEM campaign spend.

SEO and SEM strategy can team up in terms of improving the quality score of a landing page, and therefore decreasing the overall SEM cost. In terms of a SEM quality score, landing page quality refers to relevant and original content, as well the overall navigability of the site. By optimizing a landing page with SEO keyword phrases, the page improves its quality and relevancy to search engines. This improvement drives more traffic and increases the landing page’s quality and relevancy score, which directly influences rank and cost per click of ads.

By having your SEO and SEM relationship work cohesively together, your marketing plan will align for a more effective strategy. This Internet relationship truly relies on each other for the best overall results. Without a steadfast SEO and SEM strategy, you never know what you’re gonna get.

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