A well thought out SEO strategy is contingent on exhausting all outlets of knowledge in the initial phases of the organic search effort. This means mining through competitor data points to assess how they have reached success but also utilizing data from your own marketing efforts to assess what your avenue of attack should be as it relates to SEO. A sound SEO campaign begins with keyword research and a review of analytics to determine what terms are of value today and that have historically brought quality traffic to the site. Aside from reviewing successful organic terms to not lose focus upon, paid search keyword referrals can also be an insightful indicator of where potential SEO benefit may lie.
Now, assuming that you have been performing a PPC initiative be very careful in how you interpret the data. Keep these points in mind when assessing paid search referrals at a keyword level. In PPC, it is not about the traffic count but the quality of traffic as a reference for organic potential.
- Don’t just look at the number of visits for a term, (you bought this traffic). What is the conversion rate of this traffic?
- Just because you bought the traffic doesn’t mean it correlated with the theme of your landing pages. What is the paid bounce rate of these terms?
Okie dokie, so you parsed through the paid search keyword data and eliminated those not applicable to the above considerations. What do you have left? A pile of amazingly low-bouncing, highly-converting terms, right? These can all be an SEO opportunity, right? Not so fast. Just because these terms did very well there are other considerations that we must process before we bring these terms into SEO consideration.
- Was the landing page for the referring terms a devoted PPC landing page or is it a standard site page which Google will likely rank for the term?
You must consider that a specific PPC landing page vs. the organic focused landing page is going to likely feature an enticing headline, a prominent call to action and little else to distract the visitor. Additionally, this visitor landed here kudos to a compelling ad title.
- Is the term focused around selling something or of informational intent?
The PPC visitor is likely more so of buying intent, ready to take action sooner than an organic based click through.
Now that your keyword list has made it past the second round of considerations you may have gleaned some additional insight into beneficial keywords/themes for SEO campaign. The above mentioned process isn’t necessarily a one and done process either. As you move down the road you will want to continually review this process to assess additional opportunity. Also, you know what is great about this entire process? It works vice-versa. Top performing SEO terms can also have paid search potential. Keep in mind, you need to take the above considerations with an inverse approach.
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