Use case: Balance paid and organic keyword portfolios
When one team owns both search channels, the two keyword portfolios drift into each other without anyone auditing the overlap. Semrush data can place a domain's paid and organic positions for the same keyword side by side, attach the monthly spend to each row, and show how many rivals are advertising above the organic result. That is enough to separate paid spend that defends a real weakness from paid spend that buys traffic the domain already owns.
Outputs you'll get
- Every keyword where you hold both a paid and an organic position, classified by organic strength.
- The estimated monthly spend sitting on each overlapping keyword.
- How many rivals advertise on your organic strongholds, as a proxy for how much sits above you.
- A cut, reduce, keep or test decision per overlapping keyword, with the spend released by cutting.
- Keywords where you rank organically but run no ads, split into weak-and-uncovered and strong-and-undefended.
- Your conquesting exposure: organic strongholds where rivals advertise and you do not.
- A coverage plan with two budgets — defensive additions and compensating additions.
Workflows: 2
Cannibalization audit
The overlap set is the whole subject of this workflow. Get it first, and get the column order right — comparing a domain against itself returns two position columns with identical headers, and only the argument order tells them apart.
Prompts:
- 1
Find where you pay for keywords you already rank for
- 2
Attach the monthly spend to each overlap
- 3
Test whether your organic position actually owns the click
- 4
Build the cut or keep decision
Coverage and defense gaps
Ranking organically without any paid presence is two opposite situations: too weak to capture the click, or strong enough that rivals are bidding over you.
Prompts:
- 1
Split your organic-only keywords into two exposure sets
- 2
Measure your conquesting exposure
- 3
Qualify the uncovered weak positions
- 4
Build the coverage plan
