Tie keyword research into your strategy work

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For example, we have done exactly this with SDM's own websites. We have reduced our focus on SDM's own keyword advertising based on how well we have positioned our site in organic search results.

Through keyword advertising, you can, for example, test different keywords, titles and longer description texts to determine their potential. If, for example, keywords or titles that bring exceptionally high-quality, money-making traffic to your pages start to stand out in the advertising data, you can learn from them in SEO work. This way, you can later start doing search engine optimization based on the same keywords and text content that have been found to work.

In this case, cooperation operates agilely based on a model of continuous development, testing, and identification of development targets.

Because the daily tasks of SEM and SEO experts differ mexico phone data greatly due to their different nature, in many marketing teams, search engine visibility experts may work relatively separately without any real collaboration - especially if there is no clear strategy behind it.

However, as a connecting step, both specialists will have keyword research on their desks at some point. It maps average monthly search volumes, examining the themes, categories, and keywords whose organic rankings the SEO specialist will begin to develop, and the SEM specialist will use in their advertising.

In SDM's working methods, this research work is guided by defining content strategy and buyer personas . When you know what your customers are like and how you should communicate to them at different stages of the purchase path, SEM and SEO can already think together at the keyword planning stage which keywords are worth investing in most in advertising and which in developing organic content.

This strategy work ensures that the roles of SEM and SEO are always linked to the most important set of goals, i.e. what measures and messages are needed for each channel to reach your company's most important target groups and attract them as paying customers.