PPC campaigns are a great way of driving quick results but its not the only way digital marketers can make a profit. Integrating PPC data in your seo strategy will help you improve your overall performance.

Your SEO strategy should be flexible to trends, algorithms and user behavior. While it takes much time to evaluate SEO results, the PPC data allows you to predict what works and what doesn’t work. Using this information for SEO, you’ll boost your search rankings significantly. In this article, I’ll tell you how to analyze your paid campaigns to determine which keywords resulted in the most significant number of conversions and focus on these phrases to improve your SEO.

The differences between SEO and PPC keywords

Pay-per-click advertising is an easily controlled digital marketing channel that provides an opportunity to target specific audiences, countries, and the time you want your ads to show up. Due to this fact, you can use PPC reports to get useful data for improving your keyword list.

These are the major differences between collecting keywords for SEO and PPC:

  • The main aim of the PPC campaign is to drive conversions. That’s why the keywords used for paid ads have high commercial intent.
  • The landing page of each ad should be highly relevant to the query. Otherwise, the ads will be marked as low-quality ones, and the search engines will display them less frequently.
  • You can configure your PPC campaign in the way to avoid non-target visits, for example, you can select negative keywords, exclude irrelevant audiences, and more.
  • You should mind that Google Keyword Planner usually provides you with high-cost and competition keywords. It rarely suggests user’s high-volume but low-priced phrases.
How PPC helps your SEO

There are four major reasons you should make your PPC campaigns work together with SEO efforts:

1. Analyzing your PPC campaigns, you can identify which keywords result in conversions the most. This step will let you focus on the web pages that generate the highest revenue.

2. Paid advertising is the best way to attract your target audience. The fact people click through the highly relevant ad and find what they’re looking for on your website results in better user behavior metrics. As these visits will result in lower bounce rates and longer session durations, they’ll serve as positive signals for search robots. That’s why paid targeted traffic often has a positive impact on organic search rankings.

3. If your website is showing up both in paid and organic searches, the chances a user will click through one of the results increase. Moreover, most of the search results provide lots of special elements, including ads, featured snippets, “People also ask” box and others. If all of these elements are displayed on one page, it’s not likely someone will scroll down to your page ranking the third in organic search.

4. Some brands bid on their competitors’ branded keywords. As a result, the official website is shifting in search results. If you don’t want to lose your prospects to competition, it’s worth bidding on your branded keywords as well.

Analyzing your PPC results to improve your SEO performance is an unconventional but very effective method. Make your PPC and SEO work together for your brand promotion and you’ll not only witness higher conversions but also get more statistical data to outrank your competitors.