Digital marketing has many approaches to increase online traffic for businesses. SEO and PPC are two main channels marketers, and business owners focus on to gain more advantages. Keyword research is one of the first steps for every SEO or PPC campaign. After introducing these two methods, you can read ten critical keyword research points.
SEO (Search Engine Optimization) is a method to improve the ranking of a website in organic search results. This is done by optimizing the website and content to make it more appealing to search engines and their users. The goal of SEO is to enhance the visibility of a website in the organic search results for relevant keywords.
PPC (Pay-Per-Click) is a method where the advertiser will charge each time a user clicks on one of their ads. Then, the ads are displayed on search engines, websites, and other online platforms. PPC aims to drive website traffic and generate leads, sales, or conversions.
The primary difference between SEO and PPC is that SEO focuses on organic search results. In contrast, PPC focuses on paid search results. In addition, SEO is a long-term strategy that requires time and effort to improve rankings. At the same time, PPC is a more immediate solution that can generate results quickly. As a result, SEO is typically more cost-effective in the long run, while PPC is a more expensive option in the short term. SEO and PPC can be effective methods for improving a website’s visibility. But the choice of which approach to use depends on the specific goals and budget of the website owner.
During keyword research, selecting keywords for SEO and PPC is different, but both start with identifying the target audience’s needs. Here are the key factors to consider for each approach:
SEO and PPC require keyword research and analysis. However, the approach and considerations may differ depending on the specific goals of the website. Therefore, it’s essential to regularly monitor and adjust keywords to ensure they are effectively driving traffic and achieving desired results.
PPC traffic does not directly help to increase a website’s search engine ranking. The ranking of a website in the organic search results is determined by search engines based on their algorithms. It means various factors, such as the website’s content, relevance, and authority.
PPC can drive more website traffic, improving engagement and user behaviour signals. That may positively impact the website’s ranking in the long term. However, this is not a guarantee and will depend on various factors.
It is important to note that PPC and SEO serve different purposes. They can complement each other as part of a digital marketing strategy. While PPC can drive immediate results, SEO provides long-term benefits and improved visibility in organic search results. Both approaches have unique advantages and limitations and can be used together to achieve the best results.
In Google Search Console, PPC traffic can increase the click-through rate (CTR). CTR is clicks per impression and measures how effectively a website’s listing attracts clicks in the search results. Running PPC ads for a website can increase the website’s visibility in search results. It drives more clicks, resulting in a higher CTR.
However, it’s important to note that PPC traffic and CTR are not the only factors that impact a website’s ranking. CTR is just one of many signals that search engines use to evaluate the relevance and quality of a website. Other factors like relevance, authority, content quality and user experience play a role in determining the ranking of a website.
Additionally, it’s crucial to ensure that the PPC ads are relevant and provide a good user experience, as a high CTR is one of many goals. High click-through rates can lead to increased engagement and conversions, which are the ultimate goals of digital advertising.
The number of keywords you need for one page can vary greatly depending on the website’s niche, competition, and content. No specific number of keywords will guarantee to rank. The reason is that the algorithms used by search engines to determine a website’s ranking are complex and consider various factors.
However, targeting a few specific, relevant keywords per page would be helpful rather than trying to rank for many keywords. Focusing on a smaller number of keywords allows you to create high-quality, focused content that addresses the needs and interests of your audience.
Generally, a good starting point is to target 2-5 primary keywords and a few additional related keywords per page. It’s also essential to include these keywords in the page’s title tag, meta description, headings, and body content in a natural and relevant manner while avoiding keyword stuffing.
It’s recommended to regularly monitor and adjust the keywords based on the performance and ranking of the website to ensure that the keywords are effectively driving traffic and achieving desired results.
You can use the same keyword for both SEO and PPC. Many businesses and websites use the exact keywords for search engine optimization (SEO) and pay-per-click (PPC) advertising. However, the approach to targeting and optimizing the keywords may differ based on the specific goals of the website.
In SEO, the focus is on ranking for the keyword in the organic search results and increasing the website’s visibility to the target audience. For SEO optimization, the website must have high-quality, relevant content tailored to the target keyword.
PPC focuses on driving targeted traffic to the website through paid advertising. Therefore, for PPC, the website must have an effective ad campaign for the target keyword, relevant ad copy and a good landing page experience.
So, using the same keyword for SEO and PPC is possible. Still, the approach to targeting and optimizing the keyword may differ based on the specific goals of the website. Therefore, it would be helpful to regularly monitor and adjust the keywords based on the performance and ranking of the website. Then, you can ensure that the keywords effectively drive traffic and achieve desired results.
Suppose your keyword for SEO ranks first in the search engine results, and you run a PPC campaign with the same keyword. In that case, you may waste your budget on PPC, as users may click on the organic search result instead of your paid ad.
In such a scenario, your PPC ad may receive fewer clicks and conversions, leading to a higher cost-per-click (CPC) and lower return on investment (ROI). This is why it’s essential to carefully evaluate the ranking of your keywords in the search results before launching a PPC campaign and to adjust your strategy accordingly.
One approach is to target long-tail keywords in your PPC campaign that are more specific and less competitive than your primary keyword. This can help drive targeted traffic to your website while avoiding direct competition with your organic search ranking.
Alternatively, you can focus your PPC campaign on other aspects of the customer journey. For instance, retargeting audiences who have previously visited your website or targeting users who have shown an interest in your products or services.
So, if your keyword for SEO ranks first in the search results, you should reconsider your PPC strategy. It means avoiding wasting your budget on a keyword that already has strong visibility in the organic search results.
Whether to run an SEO campaign first and then run a PPC campaign, or vice versa, depends on your specific goals and the current state of your website and online presence.
Running an SEO campaign first can help you establish a solid organic search presence and increase your visibility to your target audience. This can provide a solid foundation for your online marketing efforts and help you build a sustainable source of traffic to your website. Once you have established a strong SEO presence, you can complement it with a PPC campaign to drive additional traffic and conversions to your website.
On the other hand, if you need immediate results and want to drive targeted traffic to your website quickly, start with a PPC campaign. PPC advertising allows you to bid on keywords and target specific audiences, which can result in highly targeted traffic to your website. Once you have established a strong PPC presence, you can complement it with an SEO campaign to build a sustainable traffic source for your website.
The best approach will depend on your specific goals and the current state of your website and online presence. It would be helpful to evaluate your goals and resources carefully and consult a professional digital marketing agency to determine the best approach for your business.
For SEO, keyword research competition measures how difficult it will be to rank for a particular keyword in the organic search results. A lower competition keyword will typically have fewer websites ranking, making it easier to rank for that keyword. On the other hand, a higher-competition keyword will have many websites competing for it, making it challenging to rank.
The recommended competition for SEO keywords depends on the specific goals and resources of the website. For new websites or those with limited resources, target lower competition keywords that are easier to rank for and can help build visibility for the website. As the website grows and acquires more resources, it can target higher competition keywords to increase its visibility further and reach.
For PPC, keyword research competition measures how many other advertisers are bidding on the same keyword. A higher competition keyword will typically have a higher cost-per-click (CPC) as advertisers compete to place their ads in front of users. On the other hand, a lower-competition keyword will have a lower CPC, as there is less competition for the keyword.
The fair competition for PPC keywords depends on the specific goals and budget of the advertiser. For example, for advertisers with limited budgets, it may be best to target lower competition keywords with lower CPCs. Conversely, targeting higher competition keywords may be more cost-effective for advertisers with larger budgets, as they can drive more targeted traffic to the website.
The recommended keyword difficulty for SEO and PPC depends on the specific goals and resources of the website and advertiser. Therefore, it’s helpful to regularly evaluate and adjust the keyword competition based on the performance and results of the website and advertising campaigns.
The cost-per-click (CPC) for a website that is already ranking for that keyword may be lower compared to websites that are not ranking for the keyword. This is because websites ranking for a particular keyword are seen as having more relevance and authority and, therefore, may be considered more valuable by the search engines.
This may lead to lower CPCs for the website’s ads, as the search engines may be willing to reward the website for its strong relevance and authority for the keyword. However, this is only sometimes the case. The actual CPC for a keyword will depend on several factors, including the competition, the bidding strategy, and the website’s content and ads’ relevancy to the keyword.
It’s important to note that while ranking for a keyword may help lower CPCs, it’s not the only factor that determines the CPC for a keyword. Therefore, advertisers should regularly monitor and adjust their CPCs based on the performance and results of their campaigns and work to optimize their ads and targeting strategies to maximize their return on investment (ROI).