You might think PPC is king, but even if that’s the case, SEO is queen, and deep down you know she runs everything. That shouldn’t be a discussion though, the whole point of the article is to list and explain how Google Search Ads can significantly boost your SEO results.
Google Search Ad campaigns are with no doubt SEO gem mines, and if by the end of this post you’re ready to mine through them looking for ways to boost SEO results, this will be one happy blogger.
1. Discover truly unique keywords ideas
It feels that in 2019 everyone and their mom is using the same old sources for SEO keyword ideas. No matter the level of expertise you’ve acquired in your niche, getting creative when looking for new keyword ideas is vital to remain competitive. This is where Google Search Ads come in to become your favorite secret weapon.
See, as you most probably know, below the hood, Google Ads informs reports to advertisers, the exact search queries searchers used before clicking on your ad. The search terms report, as Google calls it, contains incredibly valuable information about how your target users are searching for the products and services you offer. This report is a vast source of long tail keywords that advertisers generally use to expand their PPC campaign keywords lists, but that savvy SEO marketers also use as a source of truly unique long tail keyword ideas.
This report not only generally contains a sea of long tail keywords, but each keyword has impression, click, conversion and cost data that can easily be used to make smart decisions on the absolute best keywords to target. That takes us to our second point, selecting winning keywords.
2. Select profitable keywords
Traffic does not equal sales (duh, right?) well, sometimes it seems that not every SEO understands this. You may take painstaking efforts to find and choose keywords, but you might have never anticipated that those hundreds or thousandths of visitors these keywords attracted, might never convert. A seemingly lucrative keyword that exhibits high search volume and low levels of competition can still fail to attract action takers.
This is exactly why using the Google Ads search terms report to choose winning SEO keywords is so valuable. It contains valuable metrics such as click-through, but most importantly, conversion rates, thus proving exactly which keywords deserve your efforts. To leverage this info, you must naturally be tracking conversions. If you are, when visiting the search terms report, organize results by conversions, download the whole report to excel (using all time date range), once in excel, add a new column to input this function to count words in each search term field. Finally, filter out non-long tail keyword (1-3 words). Boom, now you’ve got a list of converting long tail keywords.
3. Boost organic CTR
Most often than not, organic rankings receive poor CTRs (adjusted to its position) due to unattractive titles and meta descriptions. Well, it just happens that if you’re testing various copy angles, your PPC search campaigns already have info on the best performing copy.
To leverage this info, simply visit your ads reports. If you’re using responsive search ads, like you should, click on your ad’s “View asset details button”, and then hit the “Combinations” Tab.
What’s the best headline copy? What’s the best call to action? What are the best descriptions? These are all questions you ask yourself whenever writing title tags and meta descriptions. So why not hit the jackpot right away by using your already collected search campaign data?
4. Re-capture organic visitors
You’ve probably read about one of those studies that prove time and time again that on average, it takes 5-10 interactions for an online user to finally buy from a brand they’re learning about. Remarketing can make your SEO strategy much more rewarding if you embrace the opportunity of placing yourself in front of your prospects eyes more than once, after their first organic visit.
Aside from the above, remarketing can help increase your brand recall rate, making it more likely for the hard-to-convert prospects to trust you. If your brand enjoys a high recall rate, your sales will likely receive a boost, but similarly, your content will be appreciated with different eyes, therefore eventually increasing the chances that new readers share your content the next time they consume it.
5. Display Network Audience Data
In 2019, high quality, relevant backlinks are still VERY important for organic rankings. The challenge today with backlinks, however, is that they require an increasing degree of creativity to generate. This is where the Google Display Network data can come handy for you. It just happens that if you’re advertising in the display network, you potentially have valuable data that can be used to pursue highly relevant backlinks.
You can leverage this info by visiting the “Placements report” in a display campaign. Then click on “Where Ads Showed” tab at the top. This will give you access to a numerous list of sites your ads have been displayed on, along with the performance of each. This process allows you to easily identify relevant that if approached the right way, might eventually link to you in the near future.
4 Final Words
Go. Boost. SEO. Results. 🙂