Using Paid Search (PPC) for Intelligent SEO

Annemarie Hunter - Search Marketing Specialist

We frequently recommend our clients run a paid search (PPC) campaign prior to optimising their website for SEO. The information and insights gained from PPC, specifically Google Adwords, are invaluable for the long-term success and effectiveness of a search engine optimisation strategy.

Keyword Research & Refinement

Using Keyword Research tools such as Wordtracker, Keyword Discovery and Google’s Keyword Tool can often display skewed and conflicting results. You never really know the true traffic volumes you can expect, or what variations of a keyword or phrase will deliver the best results.

With paid search however, you get the raw data. You’re able to test an infinite number of keyword variations and track each of them extensively. In addition to the number of “clicks” generated, “impression” data (the number of times an ad is shown) provides a fairly reliable metric for a keyword’s search volume. You may discover the singular version of a keyword outperforms the plural, or that a multi-word phrase is most optimal.

Paid search uncovers the exact keywords and phrases to target organically. This is especially powerful given SEO campaigns can take months to produce solid results. You need to be certain which keywords are worth your time, effort and investment from the outset.

Keywords that Convert

Having thousands of visitors to a website each day means little if they don’t convert. The most valuable insight a paid search campaign can provide, is uncovering the keywords that actually produced a conversion. With Conversion Tracking, it is possible to identify the exact keywords and phrases that resulted in a desired outcome - whether that’s a lead, a sale, a sign-up, an enquiry or a download. Identifying and then using these phrases on the website is hugely valuable for maximising its overall SEO strategy.

Long-Tail Content Opportunities

Searchers are increasingly using “long-tailed” search queries (3 or more words) to find exactly what they need. These refined, highly-targeted, specific searches indicate intent and generally lead to higher conversions. Paid search campaigns allow you to identify and mine these valuable phrases to then create additional, highly-optimised web pages.

Testing Title Tags & Meta Descriptions

One of the most important elements in organic search is the Title Tag. They’re vital in influencing a page’s ranking, as well as a user’s “click decision”. They’re not only very difficult to test, they’re risky in that they may jeopardise the page's current rankings. With paid search however, you’re able to trial multiple ads using various title options. You can then determine which performs better in terms of clicks, CTR or conversions.

Similarly, Meta Descriptions are essential in influencing a user’s “click decision”, due largely in part to the keywords that are bolded. Testing calls-to action, unique selling points and product descriptions with paid search is a useful way to uncover the most effective sales message.

Landing Page Optimisation

A/B split and multi-variant testing through paid search is an effective way to craft the ultimate landing page. With Google Adwords and Google Website Optimiser, you’re able to reveal the better performing page layout elements (content, headings, images, design), as well as the best placement for them. You can test different sales copy, deals, specials and calls-to-action to see which combinations drive the most conversions, to then use in your final version.

Paid search and SEO should work in unison to deliver optimal results and maximise the overall ROI. This relationship needs be on-going and shouldn’t stop once the organic search strategy is producing strong results. No matter how effective an SEO campaign is, there are numerous advantages in using paid search when you’re already ranking organically.

Why Use Paid Search (PPC) When You’re Already Ranking Organically?

A common question often asked in online marketing is whether or not to continue using paid search if you’re already achieving top organic search rankings. Why would you pay for traffic when you’re already in position 1 or 2? There are in fact a number of key benefits and sound arguments for keeping your paid search campaigns active despite these great results.

High organic rankings do not always warrant high click throughs

Just because you’re ranking #1 in the natural search results does not guarantee visitor click-throughs. Quite often, a PPC ad itself can be more successful than the organic listing. Why? The calls to action within paid search listings are generally much stronger and more compelling than the title and description found in the natural results. You may well find that turning off your PPC campaign in favour of your highly ranked organic listing results in a vast drop in overall traffic and conversions.

Have a look through your analytics, are your highly ranked pages returning good conversions? Or is the bulk of your traffic coming via your paid search component? Do your organic results contain a clear marketing message? Even if they do, you most probably have more than one offer or more than one target audience to communicate to.

You can’t possibly be ranking #1 for all your keyword phrases

Achieving top rankings for all your keyword variations is extremely difficult in a competitive market. Paid search can give you visibility for those harder to rank key terms. Depending on your business, there are potentially an infinite number of possible ‘long-tail’ keywords and phrases that can only be tapped in to via a fully optimised paid search campaign.

Paid Search enhances your online visibility

Appearing in both organic and paid search listings can help in achieving a stronger brand awareness and visibility online. It can also help to build the overall credibility and trust of your business according to some studies. Dominating the search results has also proven to be an effective online strategy in highly competitive markets.

Paid Search sends additional traffic

Increased search visibility generally leads to more traffic. Studies have shown that multiple exposures within the search results can increase your overall click-through rate (CTR) as customers are more likely to buy when exposed to a company's brand in multiple places.

Further studies have shown that you can double your traffic by being at the top of both paid and organic results.

What’s more, on average, 20% of searchers click on paid search results on any given search. So, if you can obtain additional targeted traffic through a PPC campaign, why wouldn’t you?

You can’t rely on organic rankings

Organic search results are forever fluctuating and are served differently from one searcher to the next. Whether through algorithmic updates, competition, data centres, personalised or universal search, PPC can act as a sort of back-up to the ever changing search landscape.

Paid Search supports SEO

Lastly, but of considerable importance, paid search campaigns are an ideal testing ground for search engine optimisation. The information generated through paid search campaigns is invaluable for an effective SEO strategy. Paid Search campaigns are able to target an endless number of keyword variations and can be tracked extensively to identify which keywords and ad copy send the most traffic and which ones convert.

In the end, having a well optimised and successfully integrated SEO and PPC campaign is a powerful combination. SEO and PPC work hand in hand in delivering superior results and maximising your overall brand exposure and ROI.

Annemarie Hunter - Search Marketing Specialist