With the importance of the Internet growing at every minute, it is essential for marketers to get the maximum value out of their SEM and SEO campaigns. However, many still make the common mistake of running their SEM and SEO programs separately, therefore not reaching the full potential of either campaign.

Powerful insights can be gained by integrating SEM and SEO campaigns, as both complement each other. The natural search queries and click path data found through SEO projects can influence the keywords that the SEM campaign is bidding on, and the data gained from pay per click ads can add insight into more keywords that should be included in the organic campaign. Of course while integrating these two campaigns, there is bound to be some overlap. It is important that while integrating your campaigns, you first identify these overlaps and then decide which parts that don't overlap should be utilized in the other campaign.

However, it would be a difficult task to research through the campaigns to find the coverage gaps and overlaps by comparing metrics, such as the number of impressions, clicks or conversions each campaign is responsible for. Instead, the most effective way would be to measure the paid click percentage. This can be found by summing the total clicks for each top performing keyword, and then calculating the paid clicks percentage of the totals. This makes it simple to identify any high paid click percentage keywords that are performing well in the pay per click campaign, but aren't being utilized in the organic campaign efforts. This also makes it easy to spot any low paid click percentage keywords that are being targeted by SEO efforts, but not being taken advantage of in the pay per click ads.

And as we all know, Internet advertising programs are constantly changing, therefore making the integration of SEM and SEO campaigns a continuous effort. Here at Blue Archer we recognize the importance of complete integration with Internet marketing campaigns. We help our clients attain the most out of their marketing efforts by offering fully integrated services from the building of the actual website, to the constant maintenance it needs for maximized optimization and other SEM programs.


Kerianne Lawlor
Internet Marketing Consultant
Blue Archer