This is a recording of a talk given at the International Search Summit: Global Virtual Edition 2022. Sometimes, it is easy to forget that keywords are something useful for both SEOs and SEMs. When working an organic and paid strategy together, marketers can see gains internationally that increase conversions, lower costs and provide a more omnichannel experience for better user experience. In this session, Tania Dworjan from Affirm will explain how to evaluate what an organic keyword is versus a paid keyword in international markets, and when to spend for position internationally versus focus organically. She will also explain how to evaluate whether SEO or SEM might even work in a new international market your brand is expanding to, and what technical changes can support both.