How To: Unifying SEM and SEO Practices
August 12, 2015
Search engine marketing (SEM) and search engine optimization (SEO) are two practices that have been done separately for some time now. Both practices require different teams to be hired as SEM concentrates on campaigns and bidding analytics whereas SEO techniques help to create a link between the external world and the internal world, while optimizing pages to make them the most relevant to search results.
People have slowly realized that these two practices are different sides of the same coin. They are complementary and both benefit each other in one way or the other.
If you are starting to integrate the two, you need to know where the boundaries for the two are. You need to be aware of where the two techniques overlap. The key elements of such practices are keywords. By using different management tools and web analytical tools available to you, you need to identify what keywords are given the maximum performance on the internet.
Another effective tool of finding their coverage is by comparing their impressions, clicks and their conversion of each channel. What you can do is measure the click per share of each one of these channels. However, this will totally depend on the tracking system you are using because there are a number of ways to get to this number.
Keep it simple and keep it generic. Just match all the query terms that is with paid and natural results, and sum them up. Finally, just calculate the paid clickers as a percent of the total number.
Marketers earn money when these paid and natural searches work together, at the same time. They identify what holes are prevailing in the search campaigns using the Paid Click percentage method that was mentioned above.
This process helps to improve the overall performance but this is a continuous process. Websites and advertising changes day by day so you need to remember that just by doing this once will never be enough.