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How to Use PPC to Help Your SEO

So, you’re a small business owner, running your own business for the first time, and you want your company’s website to be on the first page of the Google search results. Unfortunately, you haven’t the slightest idea how to get there, right?

Well, we’re here to tell you that through a combination of search engine optimization (SEO) and strategic advertising with Google AdWords, you can get to the top.

The first step in most SEO plans is on page optimization. SEO ensures that your website gets ranked high in the Google search results, using a combination of your website’s content, your keywords, authority, and backlinks leading to your content.

This is great and absolutely very important, but what if you are unsure which keywords to use?

How Do I Choose My Keywords?

If you’re anything like most small or medium business owners, picking out your keywords for search engine optimization (SEO) is a lot like a child in a candy store trying to pick out just 3 pieces of candy.

There are so many keyword choices, so many combinations, and you absolutely have to get it right the first time, right?

The crucial step to successful SEO that you might be missing out on, though, narrows down those choices considerably: mining your pay-per-click (PPC) campaigns, such as your AdWords campaigns, for successful keyword choices.

That’s what we’re going to talk about here: setting up an AdWords campaign and then using the results of that campaign to figure out how to boost your SEO.

We know that it’s all about keywords, but how do you figure out which keywords are best for you? You can’t count on keyword suggestion tools, because they’re pretty unreliable.

They offer lists of keywords that they think are highly searched for, but those lists may not always be relevant to your business. They might not be relevant at all, and they might not be the keywords that people who are ready to buy, as opposed to just browse, are searching for.

Choosing the Highest Converting Keywords with AdWords

This is where AdWords comes in. AdWords is a Google product that allows you to purchase clicks to your page with Google presenting targeted ads based on the keywords you select and bid on. Here’s how it works.

You set up a Google AdWords account, and create a new AdWords campaign. Google provides a keyword tool that will help you find the keywords that are relevant to your business, and you base your advertising campaign around those keywords.

You then bid on clicks, so it’s important to know how much of your advertising budget you can afford to spend on AdWords. I would suggest a minimum of $250 to really get some solid data.

You can incur even more data if you are able to spend more, but $250 will get you enough data to start.

For example, let’s say you spend 50 cents to get someone to click on your ad, and you set a daily budget of $50-$60. This would get you 100-120 visitors to your web page each day. Watch carefully to see if your sales, leads, or opt-ins from those clicks are profitable or not.

I would highly suggest setting up goals with Google AdWords. You can do it yourself, but with one free call to Google support, they will walk you right through it.

This allows you to track conversions like leads, opt-ins, or sales on your site. You can then track these conversions back to the actual keyword the user used to find your site. I know its magic!

Determining profit for your conversions can also be simple if done correctly. Whether you use AdWords or SEO it is either going to cost you time or money so you should know how much you can spend in order to achieve a conversion.

Here is an easy way to estimate your conversion value.

Using your AdWords and other PPC campaign data, you can find out which keywords actually bring in high traffic, which keywords lead to sales or leads, and which of your landing pages contain content that actually compels people to click and buy.

In essence, if you see good conversions of clicks into sales, so that each click is actually profitable, then you’re on the right track. The crucial step now is to tweak and refine those AdWords keywords to maximize your profit.

Optimizing Your Site With Your Proven Keywords

Once you mine your AdWords campaign for the data on what keywords generate traffic, you can dig deeper into those keywords and create hierarchies of those keyword groups.

From those hierarchies, you can develop your site hierarchy, and work to optimize your website for SEO and not just your landing page.

After all, organic search algorithms are just as relevance-minded as the Quality Scores your PPC campaigns rely on. The search engine wants to see pages with groupings of related keywords and variations of terms.

This is like that child in the candy store deciding that he or she just wants candy with the most possible chocolate, and picking their candy based on that criteria: how relevant is the candy to the search criteria, “most chocolate.”

To find keyword variations, you can simply type your main keyword into Google, scroll to the bottom and bam! You have relevant keywords people are actively searching for.

For example, I searched for “optimize your website “ and this is what I found:


Putting All of Your Keywords to Work

Once you’ve figured out which keywords are going to drive traffic to your site, it’s time to use those keywords and your new relevant keywords. You’ll want to craft headlines and chunks of high quality content based on those terms, as well as generating the right meta keywords, descriptions, and tags for your pages.

Yes, I said meta tags. Even though the importance of meta keywords has declined over the years with changes to search engine algorithms, there can still be some definite benefits to properly using them, assuming you use them properly.

Google, after all, has never specifically said not to use meta keywords in their Webmaster Guidelines, and the second-tier search engines sometimes still consider meta keywords as a small factor in calculating natural search results.

Also, use your main keyword in your page title, headline, and label your images alt-tags.

Then just let the keywords flow in your content. Do not stuff your pages! What I typically do is take all of the related keywords and use them as bullet points to write with and then let my main keyword just flow.

Most importantly:

Just write to help solve people’s problems and your keywords will come.Click To Tweet

Here is an example of what your page stats should look like:


Using WordPress will make your life so much easier in every way including optimizing your site for SEO. Here are some of the best SEO plugins for WordPress.

Even more importantly, Google still factors in meta keywords in their Quality Score algorithms which are used to determine how relevant a landing page is to the keywords being bid on in a PPC ad group.

You should make sure, though, to use unique and relevant keywords that are true to the content of your webpage—you wouldn’t put “chocolate” on a candy that was just caramel!


So, there you have it, ways you can use your successful PPC ad campaigns to make your natural SEO more successful.

Pay careful attention to which of your ad keyword groupings are doing the best in generating traffic and sales/leads, and you can utilize that information in developing and optimizing your entire web site.

If you want to be found on Google, it’s important to use AdWords to find out the best keywords to optimize your site for. Otherwise, you’ll just keep spinning your wheels, wasting money, and not seeing the search engine results your business needs to succeed.

Lastly, I want to be clear that this not all there is to SEO and there are some amazing SEO guides on the web.

Did you find our SEO techniques helpful for you? Feel free to brag about your success or ask any additional questions in the comments. Share with someone you believe you can help too!

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