When it comes to digital marketing, there are a lot of moving parts. You’ve got everything from social media to email marketing to content marketing, and it can be tough to keep everything straight. Vancouver Digital Marketing Agency said that if there’s one thing that all these digital marketing channels have in common, it’s that they’re all driven by keywords.
Keywords are the bread and butter of SEO and PPC
Ah, the million-dollar question. If you’re reading this post, then chances are you already have a general understanding of what SEO (Search Engine Optimization) and PPC (Pay-Per-Click) are, but let’s do a quick review of what keywords are and how they’re used in each strategy:
SEO keywords are the words and phrases you’d type into a search engine to find your business. For example, “vegan cupcakes” or “plumbing services near me”.
PPC keywords are the words and phrases you bid on in order to trigger your ads. For example, if you own a plumbing business, you might bid on “plumbing services” or “local plumbing”.
To be clear, you don’t just want to target any old keywords — you want to target “buyer keywords”. These are keywords that indicate that the person searching is close to making a purchase.
Now that we’re on the same page, let’s discuss how you can use keywords to create an effective SEO and PPC strategy that drives results.
SEO is the process of optimizing your site to rank higher in organic search results, generating traffic without having to pay for ads.
PPC is the process of paying for ads in order to get your site to rank higher in both organic and paid search results.
Now that we have a brief understanding of what each acronym stands for, let’s explore how they can be used in tandem to create a holistic digital marketing strategy.
In this post, we’ll cover:
– What are keywords?
– How to research keywords for SEO
– How to research keywords for Google Ads
– How to use keywords in your SEO and Google Ads campaigns
A brief overview of SEO and PPC
You may be wondering if combining the power of SEO and Google Ads is possible. The answer is yes! There are many ways you can use these two tools together to maximize your marketing efforts, but before we dive into that, let’s go over what each tool offers, so you know what they’re capable of.
Google Ads (formerly known as AdWords) is a tool from Google that allows businesses to buy ads on Google search results pages or websites across the internet.
It’s a short-term strategy because ads only show up when someone searches for a specific keyword; once those keywords don’t have any searches anymore, your ad will stop showing up in those places.
On the other hand, SEO (search engine optimization) is a long-term strategy aimed at getting traffic from organic search results—that means no money has changed hands between you and Google yet!
Since there aren’t any payments involved with SEO right now, it may seem like there isn’t much you can do right away with this marketing campaign.
Since there are still people searching for things online every day without paying anything either way (yay, the humanity!), Digital Marketing Agency Vancouver suggest there are plenty more opportunities out there waiting to be taken advantage of if you know where to look and how to promote yourself effectively enough through different channels.
What are keywords?
Keywords are a very important part of SEO. A keyword is a word or phrase that people use to find information on the Internet. Using keywords in your content helps Google and other search engines understand what your website is about and why it’s relevant to specific searches.
When someone searches for something in Google, they enter a keyword or phrase into the search bar, like: “buy shoes online” or “online shoe store.” The words they enter will tell Google what kind of information they want to find and how they should rank those results based on these preferences (we’ll talk about this more later).
If you’re new to SEO, don’t worry—it’s not as hard as it sounds! Once you get started using these techniques and tools, you’ll quickly see how effectively they can drive traffic from search engines.
How to research keywords for SEO?
It’s important to know that not all keywords are created equal. Some keywords have greater search volume than others, meaning more people will look for them when they search Google. This is an important factor in how you should approach your SEO strategy—if you’re targeting popular keywords, it will be easier to get traffic from search engines.
A good keyword research tool gives you better understand your niche and target audience. When you execute SEO keyword research properly, you can:
- Improve your knowledge of your target market and niche.
- Adapt your content strategy to your audience’s needs.
- Boost the volume of targeted organic traffic to your website.
How to research keywords for Google Ads?
Now that you have a better understanding of the value of keyword research, here are some tips for getting started!
-Start with a few keywords that are relevant to your business, product, or service.
-Use Google Ads Keyword Planner to find more related keywords.
-Use Google Search Console to see which keyword searches lead people to your website (and how much traffic they bring).
-Make sure that you understand the difference between the Search Network and Google Shopping search results.
-Choose keywords based on their estimated bid price, average competition level, and volume of searches per month.
How PPC and SEO work together to drive business growth through keywords?
Now that we’ve discussed how to use keywords to grow your business, let’s dive into the steps to get started.
Bring the keyword data together:
It’s essential step is to combine all your keyword data in one place. This will help you understand the full picture of what people are searching for, how many searches they make each month, and how much competition there is for each term.
Once you have all your data in one place, it’s time to get the full picture of what people are searching for. Use tools like Google Keyword Planner, Ubersuggest, and SEMrush to uncover new keyword ideas or hire Top Digital Marketing Agency that you can use in your marketing efforts.
Use keyword competition scores to prioritize campaigns when deciding which keywords should be used in PPC campaigns, and consider their estimated bid price and how competitive they are.
Do keyword research
And here is the most important part of this process: finding keywords that work for PPC and SEO. For this part of the process, you need to know what keywords people are actually using. The best way to do this is with Google Search Console and Keyword Planner together.
While you are conducting your keyword research to find SEO-driven keywords, make sure that you utilize the Google Ads “Search Terms” report. This section of Google Ads allows for real-time analysis of search terms that triggered ads—making it easy to spot trends.
Along the way, you should also look over things like:
- Know the stages of the customer journey for each keyword.
- Get further information regarding keyword search intent
- Know how each inquiry is performing for your content
- Using the same keyword analysis, develop SEO and PPC improvement strategies.
- Search for keywords with comparable content that rank both organically and through paid advertising in the SERPs.
Create content with the right format
Once you’ve found keywords that are working, it’s time to create content around them. Here is where things get a bit tricky: While there are many different formats for content, the best format for PPC and SEO depends on your website type.
The best way to maximize our return on investment here is by creating landing pages that work for both PPC and SEO, with sections like this:
-Conversion hero header with an H1 that is optimized for natural keywords.
-Sections that address conversion factors while also providing pertinent audience information. This will ensure your text is broken up, easy to read, and efficient.
-Opportunities for the rating with a FAQ section at the bottom are available.
-To draw in the audience that uses People Also Ask when searching, target long-tail keywords and provide worthwhile content.
– A clear call to action (CTA) that clearly states what your reader should do next.
– An opt-in form to collect email addresses.
– A link back to your website or blog, where you’ll send readers their email addresses when they submit them.
Implement and track your strategy
The best way to track your results is by using Google Analytics. This will help you see how many people visit your FAQ page and what they do after reading it. As always, be sure to use a CRO strategy like A/B testing to optimize your CTAs and conversion rates.
Using this process, Digital Marketing Agency Vancouver were able to see what keywords triggered each stage of the sales funnel. Consequently, we could determine which URLs in our PPC campaigns would be most effective.
Analyzing the path users take within your website allows you to optimize it for marketing purposes and identify where people tend to live.
Conclusion
The growing online advertising trend has changed how people shop and consume media. With so many options available, it’s important that you use every tool at your disposal to attract potential customers. We hope this article has given you some insight into how keyword research can help propel your business forward by increasing traffic and conversions through two powerful channels: SEO and Google Ads.
