 |
 |
|
11.23.09 Reaching Your SEO Goals With Google AdWords  By
Dave Davis There are literally thousands of SEO tools out there. Some paid, some free, some good and some not so good. There is one tool that is often overlooked when it comes to SEO, yes, search engine optimisation, and that's AdWords. While most people see AdWords as simply a paid traffic generation tool, many fail to realize the organic SEO benefits a tool like AdWords can provide. I've touched on this subject briefly before but below, I have outlined a few more detailed ways that AdWords can (and should) be used for SEO. Please note that screenshots have been slightly modified to protect some sensitive data. 1) For Keywords  Before you start to do any SEO on your site, you need to know what keywords to target (You can't target them all). You could use one of the plethora of keyword tools out there but they are rarely accurate. AdWords allows you to test any amount of keywords you think are relevant to your site and get 100% accurate data on which ones you should be targeting. There's no worse feeling spending months targeting a keyword for SEO and finding out that it doesn't convert or it doesn't drive any traffic. You can even filter out keywords that use a question mark so you can find questions to problems that your product or service can solve. You can then craft a blog post around this question. 2) For SERP CTR Improvements. 
Any seasoned SEO knows that Google uses some sort of user data and probably uses organic SERP CTR data (and a recent patent looks like things are going that way) to judge how relevant an organic listing is to a keyword . Marcus touches on it here and Bill goes into patent detail here. With the CTR data and gains you obtain from a PPC campaign, you KNOW what page title and meta description to use to increase your organic SERP CTR. Just think, if you're in position 3 and get twice the click through rate as the number 1 position over time, doesn't it make sense that Google would factor this in? Simply pick the best headline from your best performing AdWords campaign and use that as your headline on your page. Pick the description of the best ad and add that to the meta description. This can be improved upon and changed over time too with zero risk. Use the AdWords Ad Performance Report for this (Make sure you filter the ads so that there is enough impression and click data to get a statistically significant ad, using AdWords Editor works great for this too). This also has the benefit of getting the perfect anchor text when someone links to you because many people will use the page title when linking out to you. 3) For Landing Page Optimization.  With Google's website optimizer, you can quickly test and optimize your landing pages so that you don't have to wait months for the traffic you would ordinarily need for optimizing with organic traffic. You can create a landing page that's super optimized for your conversion type so that when the organic visitors do come, you'll convert them at ultra high rates. This gives you a huge head start over your competitors. It also allows you to create personas that you can map to keywords or sets of keywords to each persona so you can create specific "SEO Campaigns" and more effectively structure a larger SEO effort. Continue reading this article. About the Author: Dave Davis is the managing director and founder of RedFly Marketing, a full service search marketing agency based in Dublin, Ireland. Dave's thoughts on search engine marketing from a European perspective can be found on the Redfly Search Marketing Blog. | ||||||||
|
| ||
 |
-- SoHoDay is an iEntry, Inc. publication -- |
