I love crossover work! SEO can be a powerful keyword tool for SEM - informing digital marketers of opportunities for keywords we've never utilized. Recently I was able to build a list alongside an SEO colleague of paid keywords that converted versus SEO keywords that garnered clicks for a finance client. At least 78% of the keywords were shared between both tactics, but 22% of the SEO terms were keywords I'd never bid on. Next steps? I incorporated those un-used keywords into our campaigns and saw real growth on the paid side of things.