Search Engine Marketing

Search Engine Marketing | Combine SEO & Paid SEM

Search engine marketing: Start with judicious keyword selection. Use SEO & paid SEM traffic data to prioritize action


Please invest 92 seconds of your time to watch the search engine marketing video below. It spells out how you can benefit. Or if you prefer to read, then feel free to skip the video and go straight to the text below:

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Search Engine Marketing (SEM) includes Search Engine Optimization (SEO), advertising using paid inclusion and pay-per-click methods and getting links from directories, article sites, social media and video sites.

In effect SEM is the use of various processes to increase the ranking position of a website on the search results of Search Engines (such as Google, Yahoo! or Bing and others). It aims to increase visibility to attract more visitors to the website.

SEO is the keyword research, content submission and positioning of a website on search engines to achieve maximum visibility and a top ranking in the search results.

Rama | SEO Master Trainer

Organic SEO and paid Search Engine Marketing can be complimentary. Paid listings e.g. Google Ad-words, Facebook Advertising, paid inclusion and pay-per-click programs of various search engines increase exposure and attract more visitors to the website.

Grab free search engine marketing & other SEO tips by entering your details in the box on the right!


Paid SEM teams generally focus on bidding, campaign analytics and the complex science of managing thousands of keyword buys to drive maximum traffic. The SEO team lives in a world of internal and external linking, and optimizing pages to maximize reach and relevance in organic search engine results.

Today, marketers realize that paid SEM and SEO can work together effectively. Insights gained when buying pay per click (PPC) keyword ads can positively impact SEO creative initiatives, while natural search queries and click path data can, and should, influence keyword bidding.


Search engine marketing: 3 practical steps to combine SEO and paid SEM


1. Search engine marketing: Identify overlap

The first step in combining SEO and paid SEM programs is to identify where the programs overlap, where they don’t and where they should. Paid search advertising programs cannot be successful without top-ranking natural search results and vice-versa.

Use your search management platform or web analytics tools to identify which keywords are performing well on both sides of the table, and see which ones are “lone wolves” driving only PPC or organic search traffic.

For example, if you have a term for which traffic is only driven through paid search clicks, there is opportunity to focus SEO efforts on obtaining organic ranking on these terms. This will reduce your cost.

Conversely, if your organization is generating revenue from organic search terms that don’t match any of the keywords in your paid search program, there is probably some incremental revenue you can capture with paid keyword expansion.

Edgie | Team SEO

Start by identifying the high-volume and top-converting search queries for both SEO and paid SEM phrases.

The next step is to evaluate how they perform.

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2. Search engine marketing: Measure the paid click percentage

To keep it generic: Match raw query search terms across paid and organic results, sum the total clicks, then calculate the paid clicks as a percentage of that total.

This single metric, called “Paid Click Percentage,” makes it easy for advertisers to quickly identify holes in either paid or organic search coverage.

Look at paid click percentages greater than 75% to identify revenue-driving terms for your paid search program that are receiving fewer clicks from organic search results.

Because searchers are more inclined to click on organic results instead of ads, you know that a term with zero organic clicks must not be appearing in first-page search results.

Manuraj | Team SEO

Sorting these terms by paid search revenue impact will give the SEO team a prioritized list of key phrases to better optimize.

You can use the same type of report to identify keywords that should be added to your paid SEM campaign.

Grab free search engine marketing & other SEO tips by entering your details in the box on the right!

3. Search engine marketing: Refine, Review, Repeat

When paid and organic search channels work together, marketers get maximum revenue from both programs. Identifying holes in paid and organic search campaigns using the method described above should help improve overall performance, but remember: It is not a one-time project.

Websites and advertising programs are continually changing. This analysis should be done on a regular basis.

Grab free search engine marketing & other SEO tips by entering your details in the box on the right!

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Search Engine Marketing was last modified: July 24th, 2019 by Manu Raj

Manu Raj

Has a positive attitude towards the job, is friendly and a team player.

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