keywords and what to do with them

[bingymon]

I'm fortunate enough to have both a list of what keywords visitors are using on SE's to get to our site and then another list of keywords they use on our own internal search engine for products they are looking for.

It's pretty handy stuff to have two lists of different keywords but I find I'm sort of buried in them and I'm having trouble sorting out which ones to use for optimizing or PPC placements.

I'm not that interested in the top referring keywords as much as the ones in the middle ground for both lists. It seems like those should be the ones I should be foucusing on. I could be wrong though.

I guess I'd like to know what you would do with this information if you had it.