We take a look at a handful of scenarios that you may have found yourself in with regards to your SEO strategy and show you how your friends in the PPC department may be able to assist you.
1. Keyword List Building
Trying to build out your client’s keyword list but running out of ideas? You’ve had a look at AdWords Keyword Planner and a number of other tools but are struggling to build upon what you’ve got.
It might be time to call in a favour from your PPC pals…
Using AdWords, we are able to drill down from the traffic estimates that the Keyword Planner gives you, and instead take a look at search query reports that include data such as clicks , CTR (click through rate), conversions and revenue generated. This data is a lot more informative than traffic estimations as you have real, tangible statistics that prove how popular certain keywords are, enabling you to make better decisions on whether to include these keywords in your SEO strategy.
2. Sorting Your Priorities
You have an extensive keyword list now but how do you know that the keywords you’ve chosen to specifically target are totally suitable for YOUR business?
The folks over in the PPC department may be able to give you some insight here…
Where we can help you here is by properly assessing the value of your top keywords. It is very easy to think that you should prioritise keywords that have the highest search volume, and in many cases this is a perfectly acceptable strategy, however, for e-commerce sites especially, we can help you a great deal here.
We have all the data at our fingertips to show you which keywords generate the most conversions and which create the most revenue and these are not always the keywords you would expect. Your site may specifically appeal to users looking for a certain product or service that you disregarded because it had a lower search volume than a range of other keywords but if there are conversion statistics there that prove the value of a keyword, you shouldn’t ignore it.
If the site you’re working on is not an e-commerce site and you have certain goals set up, we can link the AdWords account to Google Analytics and show you which PPC keywords perform the best in terms of the goals you have set up. If for example, you want to get as many people to the ‘Contact Us’ page as possible, we can show you which keywords are worth prioritising in your SEO strategy because they have been proven to work in the PPC campaign.
3. Content Ideas
You are looking to improve your site content but are struggling for new ideas or indeed what keywords, topics or specific market niches to base your new content upon.
You may not have thought it, but your PPC team hold the key to a world of content creativity…
We are able to reveal potential new content ideas for you to work with, by simply taking a look at our search query data. Let’s say, as an example, you run a London bakery business. Your website is very well focussed for organic searches around ‘London bakery’, however, what you didn’t realise is that you are getting a lot of visits and revenue generation from keywords such as ‘gluten free bakery London’. You are only getting this traffic through paid search though, missing out on its (potentially huge) value in terms of organic traffic. Because we use phrase match (keywords that include variations of but always use your exact keyword) in our PPC campaigns, keyword combinations appear in our search query reports that you may have never thought of.
If you feel that your products and services can really cater for the gluten free audience, then there you have it; new content to include on your site or perhaps a new direction in which to steer your business towards.
We are able to look across our ad groups which are organised thematically in order to give you keyword and content ideas for different sections of the site.
*Important note: The performance of your ads is a factor that must be considered when looking at this data. The click through rate, conversion percentages, revenue etc. on ‘cheap tyres’ for example, will be entirely different for an ad placed at #2 compared to an ad which is placed at #7. Try to ensure that you are looking at fairly well performing ads before you place too much stock into the keyword data provided by them.