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How to use PPC data to drive more SEO traffic

It’s no surprise that PPC campaigns are great for
driving quick results.
 However, it’s not the
only way paid campaigns can bring profit to digital marketers.
Integrating your PPC data in your SEO strategy will help you
improve your overall performance.

Your SEO strategy should be flexible to trends, algorithms, and
user behavior. While it takes much time to evaluate SEO results,
the PPC data allows you to predict what works and what doesn’t
work. Using this information for SEO, you’ll boost your search
rankings significantly. In this article, I’ll tell you how to
analyze your paid campaigns to determine which keywords resulted in
the most significant number of conversions and focus on these
phrases to improve your SEO.

The differences between SEO and PPC keywords

Pay-per-click advertising is an easily controlled digital
marketing channel that provides an opportunity to target specific
audiences, countries, and the time you want your ads to show up.
Due to this fact, you can use PPC reports to get useful data for
improving your keyword list.

These are the major differences between collecting keywords for
SEO and PPC:

  • The main aim of the PPC campaign is to drive conversions.
    That’s why the keywords used for paid ads have high commercial
    intent.
  • The landing page of each ad should be highly relevant to the
    query. Otherwise, the ads will be marked as low-quality ones, and
    the search engines will display them less frequently.
  • You can configure your PPC campaign in the way to avoid
    non-target visits, for example, you can select negative keywords,
    exclude irrelevant audiences, and more.
  • You should mind that Google Keyword Planner usually provides
    you with high-cost and competition keywords. It rarely suggests
    users high-volume but low-priced phrases.

How PPC helps your SEO

There are four major reasons you should make your
PPC campaigns work together with SEO efforts
:

  1. Analyzing your PPC campaigns, you can identify which
    keywords
    result in conversions the most. This step will let you
    focus on the web pages that generate the highest revenue.
  2. Paid advertising is the best way to attract your target
    audience. The fact people click through the highly relevant ad and
    find what they’re looking for on your website result in better
    user behavior metrics. As these visits will result in lower bounce
    rates and longer session durations, they’ll serve as positive
    signals for search robots. That’s why paid targeted traffic often
    has a positive impact on organic search rankings.
  3. If your website is showing up both in paid and organic
    searches, the chances a user will click through one of the results
    increase. Moreover, most of the search results provide lots of
    special elements, including ads,
    featured snippets
    , “People also ask” box and others. If all
    of these elements are displayed on one page, it’s not likely
    someone will scroll down to your page ranking the third in organic
    search.
  4. Some brands bid on their competitors’ branded keywords. In
    the result, the official website is shifting in search results. If
    you don’t want to lose your prospects to competition, it’s
    worth bidding on your branded keywords as well.

Improve your SEO keyword list analyzing your PPC campaigns Step
one: Use high-CTR keywords for SEO

In your
Google Adwords
reportsyou can find
lots of useful data for organic search optimization. First of all,
it may happen that you are spending large sums on PPC to get little
conversions. It usually happens when you select high
CPC keywords
that are searched for by people who aren’t ready
to convert (have you ever heard about a sales funnel?).  Instead,
you could optimize your top-of-funnel content for these high-cost
keywords and eventually lead the prospects to conversions.

To identify these keywords, go to “Reports” > “Search
terms”

using high-CTR keywords for SEO

You’ll see the list of search terms that people have used, and
the ones that resulted in your ad being shown and clicked. To
collect keywords that result in the highest click-through rates,
under “Clicks”, select “High to Low”. The list will
automatically portray keywords sorted by the number of clicks.

using the "High to Low" filter in Google Ads Reporting

Now let’s look at the conversion rate of the terms that drive
a number of clicks. If the
clicks drive no results
, it means people using these specific
search terms aren’t ready to buy. But if you optimize your blog
posts for these keywords, your visitors might come back soon to
convert.

Step two: Analyze your competitors’ PPC campaigns

To enlarge your SEO keyword list, you can also
analyze your competitors’ ads and keywords
they are bidding
on. Content creation isn’t only about driving traffic to your
website. To be worth something to your business, your website
content should attract actual leads that are likely to convert.
That’s why it’s important to check the keywords your
competitors’ ads are showing up for. If a competitor is spending
large sums to appear in Google for a keyword, it’s definitely
worth your consideration.

At this stage, you’ll need one of the all-in-one SEO tools,
such as Ahrefs, Serpstat, or Moz. To illustrate the process,
I’ll go with Serpstat.

There are two reports you can use for this purpose:

1. Keywords report

In the “Keyword Research > PPC Research > Keywords”
section, enter your target keyword, select your country, and click
on “Search”. In the report, you’ll see the list of similar
keywords your top-100 competitors are bidding on along with ads
showing up for these keywords. Collect the most relevant ones and
add them to your SEO keyword list.

creating a keyword list by monitoring the top-100 that competitors are bidding on keywords

2. Ad examples report

Clicking through the “Ad examples” section, you’ll also
see the keywords used in your competitors’ paid campaigns, but
this time they are grouped under the specific ads. It allows you to
get ready-to-use clusters of keywords relevant to different landing
pages.

using the "Ad examples" section to see keywords used in your competitors’ paid campaigns based on different landing pages

Keep tracking

Analyzing your PPC results to improve your SEO performance is an
unconventional but very effective method. Make your PPC and SEO
work together for your brand promotion and you’ll not only
witness higher conversions but also get more statistical data to
outrank your competitors.

Adelina Karpenkova is a Brand Specialist at Serpstat.

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