It is no surprise that PPC campaigns are great for fast results. However, it is not the only way that paid campaigns can generate a profit for digital marketers. By integrating your PPC data into your SEO strategy, you can improve your overall performance.
Your SEO strategy must be flexible for trends, algorithms and user behavior. Although it takes a lot of time to evaluate SEO results, the PPC data allows you to predict what works and what doesn't work. With this information for SEO you increase your search ranking considerably. In this article I will tell you how you can analyze your paid campaigns to determine which keywords have delivered the most significant number of conversions and focus on these sentences to improve your SEO.
The differences between SEO and PPC keywords
Pay-per-click advertising is an easy-to-manage digital marketing channel that offers the ability to target specific audiences, countries, and the time you want your ads to appear. Because of this fact, you can use PPC reports to get useful data for improving your keyword list.
These are the main differences between the collection of keywords for SEO and PPC:
- The main purpose of the PPC campaign is to generate conversions. That is why the keywords used for paid advertisements have a high commercial intention.
- The landing page of each ad must be highly relevant to the search query. Otherwise, the ads are marked as low quality ads and are less frequently displayed by the search engines.
- You can configure your PPC campaign to prevent non-target visits. For example, you can select negative keywords, exclude irrelevant audiences, and more.
- You should keep in mind that Google Keyword Planner usually offers you expensive and competitive keywords. It rarely suggests users large but cheap sentences.
How PPC helps your SEO
There are four main reasons why you should have your PPC campaigns work together with SEO efforts:
- By analyzing your PPC campaigns, you can determine which keywords lead to the most conversions. This step allows you to focus on the webpages that generate the highest revenue.
- Paid advertisements are the best way to attract your target audience. The fact that people click through the highly relevant advertisement and find what they are looking for on your website results in better user behavior statistics. Since these visits will result in lower bounce rates and longer session duration, they will serve as positive signals for search engines. That is why paid targeted traffic often has a positive effect on organic search results.
- If your website appears on both paid and organic searches, it is more likely that a user will click through one of the results. In addition, most search results offer many special elements, including advertisements, recommended snippets, the "People also ask" box, and others. If all of these elements are displayed on one page, it is unlikely that someone will scroll to your page as third in organic search results.
- Some brands bid on the brand keywords of their competitors. The result is that the official website is shifting in search results. If you don't want to lose your potential customers to competition, it's also worth bidding on your brand keywords.
Improve your SEO keyword list by analyzing your PPC campaigns
Step one: use high CTR keywords for SEO
In your Google Adwords reports, you can find a lot of useful data for organic search optimization. First of all, you may spend large amounts on PPC to get small conversions. It usually happens when you select keywords with a high CPC that are searched by people who are not ready to convert (have you ever heard of a sales funnel?). Instead, you can optimize your funnel content for these expensive keywords and ultimately lead potential customers to conversions.
Go to & # 39; Reports & # 39;> & # 39; Search Terms & # 39; to identify these keywords
You will see the list of search terms that people have used, and the ones that led to your ad showing and clicking. Select & # 39; High to low & # 39; to collect keywords that provide the highest clickthrough rates. The list automatically shows keywords sorted by number of clicks.
Now let's look at the conversion rate of the terms that generate a number of clicks. If the clicks do not produce results, it means that people using these specific search terms are not ready to buy. But if you optimize your blog posts for these keywords, your visitors may return quickly to convert.
Step two: Analyze the PPC campaigns of your competitors
To increase your SEO keyword list, you can also analyze the ads and keywords of your competitors on which they bid. Content creation is not just about generating traffic to your website. To be worth something for your business, the content of your website must attract actual leads that are likely to convert. That's why it's important to check the keywords for which your competitors' ads are showing. If a competitor spends large amounts of money appearing for a keyword in Google, this is definitely worth considering.
At this stage you need one of the all-in-one SEO tools, such as Ahrefs, Serpstat or Moz. To illustrate the process, I go with Serpstat.
There are two reports that you can use for this:
1. Report keywords
In the & # 39; Keyword Search> PPC Search> Enter Keywords & # 39; Enter your target keyword, select your country, and click & # 39; Search & # 39 ;. The report shows the list of similar keywords that your top 100 competitors bid on, along with ads that appear for those keywords. Collect the most relevant and add them to your SEO keyword list.
2. Report with advertising examples
If you go through the & # 39; Advertising Examples & # 39; click, you will also see the keywords used in your competitors' paid campaigns, but this time they are grouped under the specific ads. This allows you to get ready-to-use clusters of keywords that are relevant to different landing pages & # 39; s.
Analyzing your PPC results to improve your SEO performance is an unconventional but very effective method. Let your PPC and SEO work together for your brand promotion and you will not only witness higher conversions, but also receive more statistical data to outperform your competitors.
Adelina Karpenkova is a brand specialist at Serpstat.
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