I work at a marketing agency that does a lot of SEO/PPC work along with building websites. We do keyword research for the client's domain and then use that to create the sitemap. This is a good idea from an Internet Marketing standpoint because the pages are now hitting keywords in SERPs.
But is this a good practice from a UX perspective? On one hand, we're basing the sitemap on what users are already searching for (results of the keyword research). But on the other hand, it's too heavily invested in search engine patterns of use and not patterns of use of the actual website.
My question is, is this good practice and, if not, how can I demonstrate to management that we should get away from this?