When contrasting pay per click (PPC) to search engine optimisation (SEO) it may at first seem that using SEO is an obvious choice. However, despite the fact that Search Engine Optimization traffic is free you have to take into account that it takes a great deal of effort and donkeywork to rank your site on top of search engines like Google.
You possibly have to do the search engine optimization work yourself or you have to appoint a SEO consultant to help you get higher rankings. So, in reality Search Engine Optimization isn’t actually free because you’ll either have to invest time or money to get any results.
Additionally over the last couple of years Search Engines has made it more complicated to get top rankings. Therefore, given that search engine optimization isn’t becoming any easier, it is important to make use of your paid traffic data to help enhance your SEO performance.
Search Query Stats
In case you have a SEO team assisting you, these guys could be struggling to identify the very best keywords to optimize. You can explore your search terms reports and share your best converting keywords with your SEO team.
Click and impression records will help you to understand which keyword phrases are looked for most often, whereas conversion data allows you to know which keywords give you the best chance of converting.
Moreover if you discover that specific PPC keywords are too expensive to bid on, it might actually just work through search engine optimization when you’re not paying for each click to your site.
By split-testing your pay per click ads, you can take your top ad to optimize your meta descriptions for higher organic click through rates. As an example, adding a call to action that is an obvious winner in your Adwords ad testing can instantly have an effect on your SEO campaigns.
The meta descriptions on SEO search results shouldn’t be taken too lightly, considering that a well-planned description may result in more clicks than a generic description picked by the Google search engine itself.
Test Landing Page
Putting together new pages and producing unique, engaging and relevant search optimized pages can take a great deal of effort. What would happen for example if you devote all this energy on building out new pages and it does not work out? You would waste a great deal of resources while doing so.
A better idea would be to test several landing pages by using Google Adwords to collect some data to pinpoint pages that would have the biggest effect on your business objectives.
You are able to use pay per click landing page data to help you separate the most important pages from the least important, really helping you to put more time and effort into what’s actually working.
Quality Score Cues
If your site traffic is pointed to a great landing page, yet your QS remains low, it is an indication that something is wrong and requires your attention. While there are occasions that poor quality ratings have nothing to do with the website itself, generally speaking, these ratings point toward some deeper website issues.
If your landing page receives a quality rating that’s below par, you needn’t worry, it is not a permanent problem, and there are things you can do to improve the experience of people that get to your landing page.
Consider the fact that if your Adwords relevancy score is low, Google reasons the quality of your content is poor. If that holds true, your free SEO pages don’t stand much of a chance to convert browsers into clients .
There are a few simple things you may do to provide your website’s visitors an improved customer experience. Think of things from their standpoint. When a person clicks on your search result or Google ad and discovers that the content on the site is not specific to what they were looking for, they will immediately leave the site again without having a second thought.
Having information that’s relevant to the main keyword phrases is just one of the most vital things you can possibly do to improve your quality score. For those working with SEO sites, making your material original and stimulating will give you an extra bonus.
Yet another technique is to put together a straightforward website which does not try to mislead people into doing something they don’t wish to. Make it credible, easy to browse, and relevant in order that your users will have the most positive experience they can with you.
Adwords PPC and SEO does not have to compete. When utilized collectively properly, you have a great marketing tool at your disposal that can drastically improve your chances of getting more traffic. An extract of this post was taken from -. To read more about - go here.