Tuesday, August 21, 2012

Boost your SEO with Google Adwords

advertisers use Google
AdWords as their major PPC
network. However, in addition to
using AdWords for getting paid
traffic to your site, it can also be
used for SEO. Here are some ideas
how you can use AdWords for
1.For Keyword Research
AdWords for SEO is to research
keywords. Keywords are the basis
of any SEO campaign and even if
you are an expert in your niche,
you should always research
keywords simply because users
frequently search for quite
unexpected keywords and
keyphrases you as an expert will
never think of. Needless to say,
what matters most for high
rankings is which keywords your
target audience is searching for,
not which keywords you as an
expert think are most popular in a
particular niche.
In order to find what users are
searching for, you need a
keyword research tool. It is true
that there are many special (free
and paid) keyword research tools
but Google AdWords Keyword
Tool is light years ahead of them
It is simple to use AdWords to
research keywords. You can
either enter the URL of your site
or put in some seed keywords, the
tool will then automatically
generate a whole bunch of
suggested keywords. Look at the
results and shortlist all the
keywords that seem relevent and
have a decent global search
You may want to rank well for
ALL the generated keywords, but
its best to focus all your efforts
on a selected few. The idea now is
to find keywords that are
relatively easy to optimize and
yet have a decent search volume.
These would be the keywords
with the least compitetion in
Google. Go to Google.com and
enter each of your short listed
keywords (one at a time). It is
best if you search for the exact
phrase, so surround your
keyword with double quotes. Note
how many web results there are
for each of the phrases. Now that
you have collected the 'Number
of web results' for each keyword,
calculate competition ratio by
divding it's 'Global search volume'
by the 'Number of web results'.
The keywords with the higher
ratios are the easier ones to
You can now start a SEO
campaign for your keywords
however you'll see next, it might
be much wiser to start an
The most valuable use of
AdWords campaign instead.
2.To Ensure that the Keywords You
Have Picked Convert Well
keywords, you need to verify if
these keywords really work for
you – i.e. if they convert properly.
No matter how precise you've
been when picking your
keywords, if you don't test them
in practice, you can never know
for sure if they work well or don't.
You can pick lucrative keywords
with high global search volume
and low levels of competition and
still end nowhere.
For instance, for this website -
webconfs.com we could try
optimizing for the keyword
"Search Engine Optimization". It
could take a year or so with a LOT
of effort to reach the first page
on Google for "Search Engine
Optimization” and still one can
never be sure this will happen.
However, let's pretend that this
happens – We manage to top
Google for "Search Engine
Optimization” after a year of hard
SEO work. To our greatest
disappointment, even the first
place for "Search Engine
Optimization” on Google did'nt
bring the expected results
because the bounce rate for this
particular keyword turned out to
be very high. Since we do not
provide SEO Services a lot of
people reaching us via "Search
Engine Optimization" may NOT be
getting what they're looking for.
Instead, lesser popular keywords,
such as "SEO Tips” or "SEO
Guide” might have lower bounce
rates and may actually perform
better than "Search Engine
Optimization” did for us.
The result is not surprising but
the price paid is. If we had
launched an AdWords campaign,
it would have saved a lot of
trouble. We could have spent $
20-50 on AdWords for "Search
Engine Optimization” and it would
have taken us a week or less to
figure that the bounce rate for
this keyword is very high and it
makes no sense to do organic SEO
for it. These $20-50 on AdWords
would have spared a year of
After you have picked your
wasted SEO efforts.
For Getting a Better CTR with Your
Existing Rankings
AdWords is a valuable tool for
getting a better CTR (Click Thru
Rate) with your existing rankings.
You might rank well for a given
keyword, get a lot of traffic, and
still be unable to monetize this
traffic because your CTR is low.
The reasons for this might be
various but inadequate title and
description could be a very
possible reason.
AdWords can also help you get
better CTR with your existing
rankings. For instance, if you run
ad AdWords campaign and you
are satisfied with the conversion/
performance, you might want to
keep changing your ad title and
description until you feel you
have reached the maximum CTR
for your keywords.
Sure, it might take you a couple
of tries till you find the winning
combination of a title and a
description and you might even
lower your CTR in the process but
once you find this magical
combination of a title and
description, just copy them as the
title and description for your page
in order to maximize your organic
In addition to keyword research,
search CTR as well
3.For Geographic Targeting
for SEO is geotargeting. If you bid
on traffic from many geographic
locations, you can use Google
Analytics to compare how
different locations convert. It is
quite natural to have significant
discrepancies in the conversions
for the same keyword among the
When you go to Google Analytics
and see which countries are
converting best, you can invest
more effort in them. For instance,
you can create local pages for
these countries or target the geo-
specific keywords with
exceptionally good conversion
AdWords is a really valuable tool
not only for advertisers. It started
as a tool for advertisers but its
use is not restricted to them
alone. For many publishers and
SEO experts AdWords is the most
valuable tool because even a
moderate AdWords campaign can
give you valuable insights and
save you a lot of time and money
to optimize for words, which don't
One more good use of AdWords
work for you.

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