As with all elements, organic search requires a lot of specifics to get the ball rolling - Keyword research is really important and determines the future of an organic search campaign. We can get started on this by finding the most relevant keywords through the use of Google’s user ready too “AdWords.” This allows us to input a number of relevant phrases and have a look at the estimated monthly search volumes for each, which then lets us eliminate any we deem as irrelevant, and keep the terms with the most suitable volumes. Doing this gives us an idea of the terms with the highest and lowest competition giving us the option to choose our keywords wisely, but building on that alone can be risky.
The reason we do this is because we need to ensure each of our chosen terms fit within the competition whilst being as relevant as possible. Setting up a PPC campaign is extremely helpful with this, as PPC allows us to almost instantly see those keywords that work, and those that don’t. This is great for you as the user, as the quicker you locate the poor converters for each, the quicker you can eliminate them and experiment with other options.
PPC helps us monitor and amend keywords to allow us to track a keywords success, and by utilising the data we can gain from this, we can proceed further to make decisions early on which will help us avoid making mistakes in the future.
The most efficient way of carrying out experiments in PPC is to set up a number of base tests structured upon a number of desired keywords that we believe will convert the best and run these for a small period of time to gather the information needed. Once this has come to a close and we’ve managed to collect all the little pockets of data we’d like, Google’s Keyword Tool can be used to analyse the data and allow us to find the most promising keywords and their conversion rates – The best thing about this is that it’s all very easy to collate too – the functions available are very straight forward to use and pretty self-explanatory too.
With all this data at hand, it can be very straight forward to organise and filter into sections of the most successful keywords, the least successful keywords and the ones in between. An advantage of doing something like this allows you to deliver an in-depth, informative chart to demonstrate which terms are going to bring the most conversions and begin to put a structured plan in place. From this, it should return a good view into the best keyword options.
As far as SEO is concerned, a campaigns keyword research is one of the first moves you make and it can be easily forgotten they are the biggest impact on a campaign and can determine your client’s success. Using this method to choose which keywords to carry forward can provide you with accurate and insightful information; it’s always good to bear in mind that this is not a fixed method after, making it easy to take an experimental approach should you wish to tinker and amend your keyword choices.
With all this to take on-board, you must remember that any method used to increase your conversion optimisation can impact revenue. Using a PPC method can often be a wise choice when aiming to deliver results and support a fine balance between organic search and PPC, having a positive effect on revenue, as we aim to decrease the PPC spend and eventually eliminate it, leaving a purely organic campaign.