Skip to main content

Using Paid Search To Aid Your SEO

A lot has changed in the world of search marketing over the last year. From Enhanced Campaigns to Hummingbird and not provided, search marketers have had to rethink and re-calibrate their strategies significantly. Some changes caused more uproar than others; but, one thing has become increasingly clear: the art and science of both SEO and paid search, respectively, are on a crash course, and a consolidated strategy is required to get the most out of both channels.

At my agency, we’ve been working on ways to get more creative with our PPC campaigns in order to directly benefit our SEO efforts. PPC has much more immediate and measurable results than SEO, and as a result, we can use paid search as a testing environment for SEO strategies. The goal is to provide a proof of concept before investing any long-term resources into a project.

In the holiday spirit, we’d like to share three of the concepts we’ve tested and had some success with.

1. Keyword Identification

Both paid search and SEO revolve around keyword lists. Paid search provides one of the cleanest environments for organically identifying search queries used to reach your site.

Search Query Reporting

Search Query Reporting

When using paid search to inform your SEO keywords, you should:

  1. Identify the highest converting and highest cost-per-click keywords in your paid campaigns driving high value visits

  2. Organize by difficulty to rank organically on these terms through Google keyword planner and SERP analysis

Prioritize SEO resources to rank for converting and/or high-value, visit-generating search terms by developing and promoting content around those terms.

2. Title & Meta Description Testing

Paid search ad copy consists of a maximum 95 characters. Meta descriptions are optimally 155 characters. Those aren’t exact matches, but the character limits are close enough to legitimize a testing ground for user preference.

AB test description snippets in ads tied to relevant keywords. Let click-through rates dictate description evolution while considering Quality Score improvements as Google’s way of suggesting what is and isn’t relevant.

Meta Description Opportunities

Meta Description Opportunities

In the example above, Foot Locker could use proven paid search ad copy to write up an engaging meta description.

3. “Proof Of Content” Testing

Targeting a highly competitive term for SEO can be costly. Working all the way to the top only to find out that your content is not what users are looking for is both frustrating and a waste of resources.

Paid search can be an effective way to quickly and efficiently send traffic to new content to gauge user reaction and test interaction rates. If users like the content, so should Google.

Build out a handful of ad groups with highly relevant keywords and ad copy directing traffic to the content you wish to promote. If the call-to-action is clear, then the data should tell you fairly quickly whether or not the content is viable and potentially valuable.

The cost to generate a statistically significant amount of data via paid search is far less than the cost of technical resources to rank organically in a top position.

Concluding Thoughts

Whether your marketing department is on a shoestring budget or you work for a large corporation with unlimited resources, you need to be intelligent about prioritizing your search marketing efforts. Chances are your paid search team is already doing most of these tasks and can easily incorporate some ad hoc analysis to aid SEO efforts.

If you choose to test any of these concepts, please reach out and let us know how they work for you.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…