Search: Walking Google's Highwire
This means no matter how good your site analytics are, you are only seeing a sample of the organic keyword referrers. Because the referring keyword is still visible in paid search, you need to mine this data to help verify any keyword models used for your SEO.
If you have not built a keyword model for your SEO program, now is the time to do it. Keyword models need to consider clickthrough rates and conversion rates for each significant keyword in each set. Are you ranking organically on very competitive terms? Are you adjusting your SEO keyword targets to reflect current PPC efforts? If you don't question your efforts in SEO and PPC, you will not balance your programs or maximize your results.
4. Test PPC Landing Pages to Improve SEO
Landing page testing and optimization is routinely used to inform and improve the performance of PPC. However, the results of your tests can impact and improve organic search if you use what you have learned from PPC landing page optimization to improve the design of your site.
For example, by optimizing the design of your product pages for conversion, you automatically and systematically can improve the efficiency of your SEO program. Use heat map data from tools to confirm your results.
Similarly, if you have a solid SEO program delivering a substantial volume of traffic, you are missing a huge opportunity if you don't increase the efficiency of your site's pages.
5. Integrate Social and Organic Search
Don't neglect the growing role of social media in search, particularly visually oriented social sites like Pinterest. If yours is an e-commerce site, visibly watermark your images so you can expose your brand on these visual social media. This also makes it more difficult to steal them (if you paid to have a product image taken, you surely don't want to see it on another site's product page).