Use Adwords to Jump Start Your SEO Strategy

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Use Adwords to Jump Start Your SEO Strategy

Many times SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are treated as completely different marketing strategies. A majority of SEO companies don’t even handle SEM and vice versa. SEO and SEM are always more impactful when they are streamlined. Below I will talk about one strategy to leverage Adwords to get you a head start on your SEO strategy.

First do your standard keyword research

Use tools such as Google Adwords Keyword Planner to first see if there are actual people looking up the keywords you are searching for. Google has a column labeled “Avg. monthly searches” that show you how many people are looking up that keyword / key phrase a month.

Below is an example of a keyword search in Google Adwords Keyword Planner

A common mistake is thinking you know exactly what your perfect lead / customer is looking for. It is 2015, you don’t need to Nostradamus, we can let data decide everything! There are great tools out there such as; SEO Moz. WebCEO, SEM Rush to help you find the perfect keywords.

Create an deep Adwords campaign

Create your Adwords campaign with conversions in mind. DON’T EVER
set up an Adwords campaign without setting up conversions. It is like taking your companies hard earned money and flushing it down the pooper!

Conversions can be sales, downloads, form submissions, page views, calls and more.   Make sure to take the time to decide on any possible actions on the site that positively impacts your business.

Some important notes to remember:

  • You are able to create more than 1 conversion in Adwords. Set up as many conversions that you believe is relevant for your business.
  • Adwords gives you the ability set up conversion values for non-ecommerce activities. Don’t just guess at this, sit down and figure out how the activities on your site impact your revenue stream.
  • It is always a good idea to connect Google Analytics to Google Adwords.

Gather Your Data

Start out with a broad Adwords campaign with a large budget then scale back. By starting your campaign with a substantial budget you’ll be able to cast a larger net to see what works and what doesn’t.   Let the campaign run for at least a couple of weeks if not a month to gather data.

Analyze Your Data

Analyze the data by going to Adwords then the “Keywords” tab

Go to the “Details” drop down and under “SEARCH TERMS” select “All”

Make sure to have all appropriate columns viewable by going to “Columns” -> Modify columns…

Simply click “Add” for the needed columns that are listed below

For non e-commerce site make sure that the following columns are visible:

  • Converted clicks
  • Cost / converted click
  • Conversion rate

For e-commerce sites or if you set conversion values:

  • Converted clicks
  • Cost / converted click
  • Conversion rate
  • Total conv. value
  • Value / conv.

There are many ways to analyze your keywords below are a few examples:

By Converted Clicks

For all sites you can always sort by converted clicks. Locate the “Converted clicks” column and click on it so that it sorts by most to least.

“Converted clicks” are important because it shows you what keywords are relevant to your audience. Look at the highest converting terms then check your conversion rate. Verify that these converted clicks aren’t manufactured because of a higher budget for that particular keyword. If they aren’t, copy the keywords with a lot of conversions into a spreadsheet or document.

By Total Conversion Value

E-commerce sites should definitely look at the total conversion value. If you set up your Adwords campaign correctly for an e-commerce site, your total conversion value will represent your revenue. Simply locate the “Total conv. value” and sort by most to least.

Compare to the converted clicks to make sure one large transaction doesn’t skew your data. For example is it shows 1 converted click and 100,000.0 for value it might have been a fluke for 1 large sale. Yet, if you had 50 converted clicks and 100,000.0 it could represent a very powerful keyword / key phrase.   Once again copy the best revenue driving keywords and copy them into a document or spread sheet.

Keyword for SEO

After you have sifted through your Adwords data you should have a comprehensive list of keywords that can help you define what pages you need for your site. Look at the list of keywords / key phrases and see if there are any that do not have corresponding pages that exist on your site.

For example, if you are a bike shop and you found out that a high converting term “Blue Bikes” and you don’t have a page about “Blue Bikes”. You then now know that you should be creating a page about “Blue Bikes”. The page should have the typical SEO 101 strategies such as a title tag containing “Blue Bikes”, one h1 containing “Blue Bikes” and also relevant information about “Blue Bikes” that will be interesting to your audience. By creating this page it will give you a much higher likelihood of showing up in the SERPs (Search Engine Result Pages) for “Blue Bikes”. (To move up the SERPs you will need to make sure the content is extremely rich to create relevant backlinks). Not only will it help with SEO but it will also help you with maximizing your Adwords campaign. If you start directing “Blue Bikes” Adwords ads to your new “Blue Bikes” page it will give you a higher quality score and create a cheaper CPC (Cost Per Click) for those terms.

Analyzing Deeper with SEO Moz

If you are lucky enough to have a subscription to SEO Moz, you can analyze your keywords even deeper with SEO Moz’s Keyword Difficulty Tool. Grab your list that you created from the Adwords data and paste it into the Keyword Difficulty Tool

Once you have pasted all your terms into the tool, click “Check Difficulty”. This will then give you a list of all your terms with a percentage of what the keyword difficulty is.

Once the list has generated (can take a few minutes) click on “Keyword Difficulty” column so that the results show from lowest to highest.

SEO Moz defines it’s “Keyword Difficulty” score as:

“Keyword Difficulty Score is based on the Domain Authority and Page authority for the top 20 search results that keyword is pulling on Google. These sites are analyzed using our Mozscape index to pull Page Authority and Domain Authority. These two metrics (along with a host of others from the Mozscape index) help create the Keyword Difficulty score.”

The keywords with the lowest keyword difficulty should be higher in your prioritization for SEO targeting. This is because you know these are high converting terms for your audience and this audience is less competitive in the SERPs. By pairing up these low difficulty terms with high converting terms, you have SEO gold!

Once again this helps dictate what content you should be creating for your site by comparing content on your site with these terms. If the content doesn’t exist, create it, then promote it!

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  78. A vía Láctea é unha galaxia espiral na que se encontra o Sistema Solar e a Terra. É unha espiral barrada; cun diámetro duns 100.000 anos luz, estos son aproximadamente 1 trillón de km.Calcúlase que ten entre 200 mil millóns e 400 mil millóns de estrelas. A distancia dende o Sol ata o centro da galaxia é de 27.000 anos luz. A vía láctea forma parte dun conxunto dunhas 40 galaxias chamadas Grupo Local e é a segunda máis grande tras a Galaxia de Andrómena.A vía láctea divídese en tres partes: o disco, o halo e o bulbo.

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  81. vu! Effectivement, plus de challenge à disposition…Quant à l'overrule de l'arbitre, Murray pouvait toujours l'espérer: l'arbitre semble brandir un poing rageur après la balle de match, parraissant être tout content de la victoire de FED!! Incroyable!

  82. …in "Why Orwell Matters," to deny that Orwell would be on the right today.Was Orwell even on the Left in his day?I remember seeing Hitchens giving an informal speech at some televised hobnob or other, before 9/11, and there he was, with a drink and a cigarette that was all gravity-defying ash in the same hand, going on about Nixon. I remember thinking, what an asshole.Now I miss that guy. But not the later iteration.

  83. Uur Altun / 17 Åžubat 2011TeÅŸekkürler Murat abi videonun sonunda ban dalgası gelmiÅŸ sanırım Bu arada Ps3′e gelen banlar daha sonra kaldırılabiliyor mu ? yada kalıcı birÅŸeymi. Oyunları bilgisayardan oynadığım için konsollar hakkında fazla bilgim yok Cevaplamak için giriÅŸ yapın

  84. I’m sure if U’re bold enough to write your real name, it won’t sound Itshekiri. Just so you may know, Yoruba don’t need anybody to join them in their quest for self determination and when the time comes it can not be stopped and more importantly not necessarily by seccession but by carefully planned regional integration. Yoruba is too smart to start shouting on the pages of newspapers what the plans are.

  85. Thanks for this advice Anthony. It worked. I emailed the CEO last night and Tim Brundell rang today and fast-tracked my migration to the automated system. They say I will be paid the outstanding and new payment by 17th September (worst case – his words). I will let this blog know if and when it happens.Thanks again Anthony.

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  87. +1 ! C’est tout à fait juste.Ce sont les élections au Crous dans quelques jours, chacun tente de prendre l’avantage sur les autres, on commence a être submergés de papiers propagandistes chez nous… Je vous parle pas de ce qu’il arrive lors des élection au Conseil d’Administration de l’université et encore mieux, de ce qu’il arrive une fois qu’ils sont élus ! (même pas la moitié des élus étudiants présents aux réunions !)

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  89. I hope you’re feeling better. Those roses are gorgeous and make me want to plant rosebushes one of these days… I wanted to let you know that several days ago, I had a not-so-nice anonymous poster, so I turned off the ability for people to post anonymously. I turned it back on today. Again, I don’t know if that’s an issue for you or not, but I know you had trouble posting before, so I thought I’d let you know. I’ve been trying to spread the word that I’m back in business!

  90. Cher MiniPhasmeS’il vous plaît, veuillez mesurer votre acidité avec PH.Vous nous ramenez à un vieux fil un peu tendu, où apparaissait ce cher vieux Sofibanowski . Si vous nous lisez toujours depuis Sofia, revenez quand vous voulez.

  91. Her var det mye fint! Jeg likte godt Babette Jakke fra Baum und Pferdgarten 🙂 eller en veske fra Moo, og med den prisen ville et gavekort vært deilig 😀 Jeg likte ogsÃ¥ veldig godt den night picot blusen fra day birger et mikkelsen!Liker pÃ¥ facebook ogsÃ¥ 🙂

  92. magnus skriver:Hej! Bra artikel!Jag själv är ”Hobby-Magiker”.Tricket heter Cups and balls och finns i olika varianter.Det är absolut inte 33% chans att vinna. Det är 0% chans att vinna.9 av 10 fall finns INGEN boll under nÃ¥gon bägare. Det är alltsÃ¥ ett trick. Precis som ”hitta drottningen” eller ”3 card monte”. Det gÃ¥r helt enkelt inte att vinna. MVH Magnus.

  93. Предлагаем вам удивительное средство для снижения веса Mangoosteen. С ним можно сжечь около 15 кг за 14 дней.

    Растение гарциния растет на Шри-Ланке. Плоды растения имеют замечательные особенности. Во флакончике содержится около 20 плодов данного замечательного растения. Плоды с дерева мангустин помогают сжечь чрезмерную липидную ткань. А также положительно влияют на организм в целом. Специфика изготовления средства, и специальная упаковка позволяют сохранить все удивительные свойства дерева.

    Основным действующим компонентом сиропа Мангустина являются плоды с дерева мангустин, в которых содержится огромное число полезных элементов. Благодаря компоненту окиси дифениленкетона, которое в громадных количествах имеется в плоде, значительно замедляются процессы окисления в организме. Ксантон признается одним из наиболее сильных антиоксидантов. В плодах растения мангустин также есть разные витамины и элементы. Приобрести сироп Mangoosteen можно на веб-сайте http://mangjoo77.mangoosteen.com.

  94. asikkk ditambahin ceritanya ^o^ hehehehehehe…maksudq tuw mbak kocokan putih telur aja mbak!jadi maksudnya ampe kental itu gmn en ampe kaku itu gmn?diresep cm bilang gitu..gk bilang ampe soft/stiff/hard peak!lagian meskipun blg aq juga masih bingung yg gmn maksud ketiga tahap itu!hehehehehehe..definisi yg aq dapetin dari web luar en lokal beda ehh mbak!jadi bingung!makasih thx yg buanyak ya mbak! ^o^

  95. While scripted comedy is going strong, YouTube "star power" seems to be in the driving seat. Does a great comedy video need a successful face to make it shine, or do channels like TheLandline demonstrate that sketches don't need celebs to make a splash? Is your favorite comedy creator being overlooked, or do videos with online stars feel more like a uniquely YouTube experience?

  96. Saya baru mencoba set up paypal dengan Mandiri. Sewaktu saya hubungi customer service-nya menolak memberikan 7 digit kode bank penerima itu, walaupun saya jelaskan bahwa saya butuh 4 kode Bank dari Bank Indonesia plus 3 kode cabang bank yang bersangkutan. Katanya paypal sedang diinvestigasi dll dll. Saya sudah mengirimkan email ke customer service, belum tahu jawabannya bagaimana, kita lihat saja nanti. January 30, 2008 at 8:19 pmReply

  97. “Rafael Ramírez, who also functions as President of PDVSA, Oil Minister, Vice-President for Territorial Development, coordinator of Housing Policy, and Vice-President of the government’s party, the PSUV.”Wasn’t there something in the long-forgotten constitution about not allowing a person to hold 2 or more different public jobs at the same time? (I remember Chaderton getting a “naughty, naughty, shame on you” because of something like that.)

  98. My first post here, although enjoyed reading the blog for a couple of months.Excellent and sad observations. Will be interesting to see 5 years from now, hopefully the trend will change by then. Provided string theorists can find a different line of work and enough integrity to go a different way, when CERN and other experimental results will show no evidence of supersymmetry as stated and no heavy particles. Well, I am preaching to the choir masters…

  99. Eu nu am trimis datele din păcate.La cămin nu am acces la net şi abia dimineaţă am văzut că am câştigat dar am şi pierdut şansa în acelaşi timp.Sper că noua câştigătoare se va bucura la fel de mult cum m-am bucurat şi eu când mi-am văzut numele în postarea anterioară.

  100. Hej sverige köpte ju in demag ,innan volvo gjorde dom om jag inte har fel , skall bygga om en till svensk där jag tar bort kanonen på flaket men vet inte hur den skall se ut , finns det några sidor där man kan se den ??

  101. Oh. My. God. That is so much stuff!!! Now I’m feeling kind of panicky. I always start packing for vacations a week or two in advance, but for a China trip that well stocked I’d need to start MONTHS in advance. Seriously feeling stressed now…At least you are packing the good soap — Lever 2000 is the king of soaps at our house.

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  103. Jerry – I know that Danny went through some difficult times with SHU fans when he was a player at The Hall. Does he harbor resentment / ill will towards the university and or its administration? One would think that an alumnus of the university would take pride and want to better the school in which they came from. Clearly you have to be objective, as a reporter, but I would imagine / hope that you are a SHU fan, as you’re an alum!

  104. Greetings from Los angeles! I’m bored to death at work so I decided to check out your site on my iphone during lunch break. I enjoy the info you provide here and can’t waitto take a look when I get home. I’m amazed at how fast your blog loaded on my phone .. I’m not even using WIFI,just 3G .. Anyhow, great site!more cigarettes recently posted…

  105. Alors apparement il ne peut pas sauver le fichier sur iPhone dont 2 problemes possibles :Le probleme vient de la source : par exemple le lien est mortLe probleme vient de l’iPhone : surement les droits d’ecriture sur l’iPhone (as tu pensé a attribuer les droits au repertoire ou meme creer le repertoire Download/ ?)Sinon je vois pas autre chose mais ca peut etre une piste. Tiens moi au courant si ca avance pas.

  106. This is a tricky question. I do not think you be able to find all references. If a person is weak and can not be seen by their works, chances are that someone will be there to do it for them. Friends, neighbors, family. Can you talk to your teacher and ask for another assignment – one, where there are instructions available?

  107. Is Bar Rafaeli a propaganda tool for Israel? I wouldn't doubt it. Unfortunately, whenever I hear/read the word Israel in any branch of the MSM, I assume that there is an attempt to manipulate and extort, or that I am being lied to. How else should I feel?I often heard Israelis say that they are a part of the West, but that's a dangerous game, in my opinion. If Israelis look and act like Europeans, aren't they destroying their ancient claim to being a part of the Middle Eastern neighborhood?

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