Oct 09
2
Using PPC To Boost Your SEO
The more time spent focusing on Internet marketing, the more commonality I find between different marketing disciplines. Take pay-per-click advertising for example. PPC can be one of the most powerful tools you use to improve the effectiveness of your search engine optimization campaigns.
Just a like a company’s house list, the information they gather from their own PPC campaigns can provide a significant boost to the effectiveness of their search engine optimization efforts. The key is to know what information you’re looking for and how to use it to generate qualified visitors to your website.
The greatest part of PPC, is that it gives you a good deal of data about which type of website browsers are the best. That is to say that through pay-per-click, you can find the right browsers that convert into buyers. This information can then be used to make your marketing more targeted – improving conversion at a much lower cost.
The concept that I teach in SEO training is the most effective way to combine pay-per-click advertising with search engine optimization is to focus on conversions. What keywords have you promoted through pay per click advertising that led to conversions? If you’ve been running PPC for a while and you are still unsure, then consider expanding your analytic capabilities to include Google conversion tracking.
By looking at your PPC results, you can quickly find the keywords that lead to conversions. This information is golden. Not only can you use this to generate more traffic to your website, but you can also use this information to drive the right kind of traffic to your site. With the right focus, you can improve conversions and lower costs – because you’re not attracted bad traffic, rather, you’re only attracting the type of browsers who want your product or service.
One way to think about this is a company that’s selling widgets. If they use PPC, they probably know that the term, discount widget converts the highest of any keyword term. As a result, they should be focusing their organic campaigns around optimizing that particular keyword. Once the phrase appears at the top of the search results, one can reduce the amount spent via pay per click and enjoy the benefits of targeted traffic.
The last piece is to take your highest converting landing pages and build in some or all of the elements into your website. Once you’ve tracking and optimized landing pages via PPC, you can duplicate what you’ve learned from a conversion perspective organically. Consider applying the landing page elements that have generated the highest return for you on your pay-per-click advertising.
Whether you’re new to SEO or consider yourself a search engine optimization expert, leveraging your pay-per-click advertising is the best investment you can make. Determine which keywords generate the type of traffic that is most valuable to you and optimize around these terms. They will generate more traffic and revenue at a lower cost.
