How SEO & PPC Keyword Research Can Work Together


A well-orchestrated PPC marketing campaign can profit SEO marketing campaign, as Sergey Grybniak explores in How to Combine SEO & PPC for More Powerful Results.

I find it irresistible when a possible consumer comes alongside who already has an lively PPC marketing campaign.

To me, this implies two issues:

  • They’re a critical enterprise, investing cash in digital already and are prone to admire and perceive the “marketing mix.”
  • They have already got had, at some stage, key phrase analysis completed for the campaigns and have knowledge on what’s/isn’t working.

This is why I’m confused when SEO execs don’t like working with purchasers who do PPC.

Both sides can win. And when either side win, the consumer wins.

We can be taught lots from analyzing one another’s knowledge, cohesion, and from respecting the totally different margins of error.

Whether it’s SEO or PPC, we each use the identical search phrases, the identical instruments, and the identical Google SERPs, simply in numerous methods and from totally different views.

Search Intent Versus Search Volume

Over the years, SEO professionals have used PPC instruments (e.g., Google Keyword Planner) to do key phrase analysis.

Search quantity has turn into a typical metric included in just about each key phrase analysis doc. It’s additionally a metric recognized by many consumers who’ve a fundamental understanding of SEO.

I feel that search quantity is nice to ascertain what a number of the greater marquee phrases are, particularly while you’re simply beginning to work in a sector or vertical that you just haven’t beforehand labored on.

However, search quantity is just one metric to consider when optimizing a web page or bidding on a key phrase.

What’s much more vital?

Intent.

Why?

Because there’s little level in rating for a 50,000 search quantity key phrase if the intent is information discovery.

You’d be higher off concentrating on a 10,000 search quantity key phrase if the intent is business and “to buy.”

This is one thing I’ve seen too typically in consumer PPC campaigns.

One instance of intent not being catered for got here from a UK-based consumer I labored with who offered language programs.

In their PPC marketing campaign they had been bidding on phrases like [translations english to french], which within the UK has a median month-to-month search quantity of 110,000 (in response to Serpstat).

They weren’t the one firm to be bidding on the phrase, however while you take a look at the anatomy of the SERP you possibly can acquire some perception into the intent behind the question:

How SEO & PPC Keyword Research Can Work TogetherThe first and most distinguished function is Google’s personal translation instrument – with translate.google.com rating in 4th.

From a look on the SERP, there are not any business outcomes or paid providers rating on Page 1.

From this, we are able to assume that Google understands that the consumer isn’t on the lookout for a paid service providing for content material translation, however a DIY instrument to carry out the interpretation themselves.

When we checked out this particular key phrase inside the marketing campaign, it gained a variety of impressions and a small variety of clicks – however wasn’t resulting in any smooth (or onerous) conversions we may attribute.

So we suggested to cease spending cash on that key phrase.

How Many Users Really Search for Specific Keywords

I’m additionally cautious when utilizing search quantity as a main metric when working with key phrases as a result of the information from Google Keyword Planner is closely rounded, and offers the “average monthly search volume.”

That the knowledge isn’t at all times correct.

Some key phrases in Keyword Planner could present as having a search quantity of 10, however in Search Console and Ad campaigns you might even see 100+ clicks/impressions.

Different sources additionally give totally different numbers.

For instance, let’s take the search phrase [search engine journal] and the information for Google.com:

Source Search Volume
Google Keyword Planner 1,600
SEMrush 2,400
Serpstat 1,000
Ahrefs 2,200

Using this knowledge, 4 PPC professionals may put collectively PPC campaigns utilizing 4 business instruments – and are available to 4 totally different solutions.

This is why it’s vital to mix knowledge from a variety of sources, together with knowledge out of your Google Search Console account.

Here’s one other instance, [harlequin wallpaper], utilizing UK knowledge from October.

Source Search Volume (October 2018)
 Google Keyword Planner  720
 SEMrush 14,800
 Serpstat 14,800
 Ahrefs  6,200
 Google Search Console  8,901 (impressions)

So with this key phrase, there’s a huge distinction within the knowledge being reported by the 2 totally different Google merchandise, and the third-party instruments.

However, by mixing all the knowledge collectively (in addition to understanding that the key phrase in Search Console confirmed a median rating of round #5), we are able to assume that it’s seemingly the Serpstat knowledge that’s right.

In different eventualities, the information out of your Google Search Console will help you establish search phrases that the opposite instruments don’t.

If the positioning is rating on Page 1 (no less than place 6 plus) for a particular key phrase, the impressions knowledge may uncover a hidden gem that nobody else is bidding on as a result of the search quantity is being under-reported by Keyword Planner and different third-party devices.

Competition in PPC Isn’t Competition for SEO, But Can Highlight Opportunities for Both

It ought to be a given, however I’ve seen this written in SEO reviews, however low key phrase competitors doesn’t imply low SEO competitors.

Tools like SEMrush have muddied these waters through the years by being an “SEM” instrument, offering knowledge for each PPC and SEO practitioners in a single report.

Low key phrase competitors in Google Keyword Planner sometimes signifies that the key phrase outcomes are too generic and have a number of frequent interpretations, and never at all times viable to incorporate in an efficient marketing campaign.

However, if you happen to come throughout key phrases marked as having low competitors in your PPC analysis, however are wanted by the SEO crew and their analysis, they might current a low-cost bidding alternative and drive related clicks and site visitors to the consumer web site.

This thought course of additionally works the opposite approach round. In PPC knowledge key phrases, competitors is excessive as a result of they drive site visitors and conversions, in any other case advertisers wouldn’t compete as a lot for them.

Competing for these key phrases in the long run, from a PPC perspective, may very well be pricey.

But by highlighting this to the SEO crew, they will set up what it takes to rank for these phrases organically and put in place a method to alleviate a number of the long-term (and dear) burden on the PPC channel.

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Image Credits

Screenshot taken by writer, November 2018

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