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How to Use PPC Data to Improve SEO Strategy
We know how boring analytics and data can be, but at the same time they are essential to your online success. Pay Per Click (PPC) data can help you improve your SEO strategy, boosting your ranking in organic results, driving traffic to your website, boosting brand visibility, credibility, and trust.
Before we delve into how you can use PPC data to improve your SEO strategy. PPC is pay per click advertising, a paid online advertising method where you pay a fee when a user clicks on your advert link.
PPC data is the information you gain from your PPC campaign, which you can use in your SEO strategy to improve organic traffic. SEO is an umbrella term that involves numerous processes to improve your ranking in search results.
Organic search falls under the SEO umbrella, while PPC falls into SEM (Search engine marketing). One of the most common advertising platforms for PPC is Google Ads, helping you choose from a variety of campaign types to reach your target audience.
Using Google Analytics you can get a picture of how your PPC campaigns are performing, ensuring that your strategy is working, you can then use this data to improve your SEO efforts.
Analyse your PPC landing pages to find the best performing pages. You can download the reports you want, such as identifying your best performing keywords. We recommend analysing the best thirty performing keywords on your landing pages.
You will need to compare the Google Console data with your PPC data. Choose a ninety day window to get a full picture.
By comparing the data, you have an idea on where your site is ranking for the top PPC keyword combinations. It's recommended to check if your PPC and organic landing pages are the same, you can also use the PPC performing keywords to create new organic content. Remember to use the keyword in your title tags, meta description, content, image descriptions, and headline tags.
PPC data is valuable to help improve your SEO strategy. There are some key performance indicators (KPIs) you need to focus on:
Click through rate (CTR) is probably the most important metric to analyse in your PPC campaigns. This measures the number of people that saw your ad and clicked on it. Of course, you want a high CTR that shows authority and that your adverts are performing well. Your CTR should be measured with your conversion rate, showing how many conversions your clicks are achieving.
Knowing your conversion rate for your PPC campaign is important. This is when a user not only clicks on your advert, back takes the desired action. The desired action can be making a purchase, completing a contact form, signing up for a subscription, and more.
Impressions let you know how many times your advert is seen. You want keywords that provide lots of impressions, as they trigger the best results.
Your bounce rate is how your visitors perceive your pages. It takes the percentage of single-page visit and how quickly they leave your landing page. Site abandonment could be irrelevant information, slow loading pages, and more.
How do you understand bounce rates?
The internet is overflowing with websites, content, and adverts. As a result, you need to be able to make data-driven decisions regarding your SEO strategy, which is where your PPC data can prove valuable. Do you need help with your PPC campaign? Do you want a data-driven and customised SEO strategy? Genie Crawl is here to help. Get in touch with us today to secure your free evaluation and quote.
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