Discover how to use the data from your Google Ads campaigns to perform SEO optimization of your website. Google Adwords is a great way to create traffic and develop sales quickly. Yes, SEO and SEA are two complementary marketing strategies. But did you know that Google Ads will allow you to optimize your natural referencing?
If the answer is no, we invite you to discover right away how Adwords can help you improve SEO the natural visibility of your site. You can also visit instaon.io/ to learn more about search engine optimization.
Know your notoriety with precision
More precise than Google Trends or Google Search Console, launching an Adwords campaign with its brand as a keyword allows you to know precisely the number of searches on the brand and thus evaluate its notoriety.
For this, nothing could be easier. Prepare a campaign with the basic settings by putting your brand or company name without geographical targeting or at a minimum. Allow flexibility on the budget to get enough data (especially if competitors are having fun using your Name for their own ads).
To improve your geographical targeting
One of the great advantages of Google ads is its geographical targeting. Indeed, running campaigns in different countries can allow you to detect an untapped potential in SEO.
Let’s imagine. You market a new product via your online store in France, Belgium and Switzerland. Currently, you have worked well on the SEO of the French site and would like to know if your company really has a development potential in these 2 other countries. By examining the requests entered by Belgian or Swiss Internet users and the associated performances, it will be easier for you to determine if it is time to work on your local referencing in these countries.
To find keywords
The keyword planning tool allows you to have query ideas. However, like any free tool, there are limits, such as the fact that the number of monthly searches is not very accurate.
To identify the keywords your targets are looking for and know the “real” search volume, nothing beats advertising on Google and then looking at the keyword statistics in the search term report (to see which words triggered the display of your ads).
Many SEO specialists use tools like SEMrush or Yooda Insight but there are still a few drawbacks. First, these tools only provide an estimate of the average number of monthly searches over a 12-month period. Then, as we notice on the two screen prints below, there is a big difference between the data: from simple (1900) to triple (6600).
As you will have understood, the data from your Google Adwords campaigns is a gold mine for your future SEO optimizations by giving you a search volume on your keywords closer to reality.
However, to know the level of competition of a query, it is best to type in Google allintitle:keyword (example: allintitle:web agency paris) rather than looking at the competition column in Google Adwords.
To identify the most efficient requests
By launching an advertising campaign on Google, you can quickly identify the key words and phrases typed by the users who generated the best conversion rates.
After this survey and a positioning audit, you will be able to focus your SEO work on the requests that give you the best results.
To define your content
The keywords typed by Internet users that you have at your disposal in Google Ads can allow you to list themes and content ideas to write on your blog and even build FAQs or guides through queries in the form of questions.
To optimize your descriptions and titles
Testing several variants of Adwords ads helps to detect which ones perform best. The ads that get the best CTRs should be a source of inspiration to optimize your title and description tags.
Thus, think of your Meta description and title tags as advertisements will increase the click rate of your natural links.
To evaluate SEO relevance
It is quite possible to estimate the relevance of a page in natural referencing using the Quality Score. This indicator, rated from 1 to 10 for each keyword in the account, gives a general idea of the quality of Adwords ads.
It should be noted that three factors determine this level of quality: the expected CTR, the relevance of the announcement and the user-friendliness of the landing page.
On Google’s new interface, to view statistics on these factors, you must click on Keywords in the page menu, then in the “Status” column and finally, move your mouse over the status of a keyword or display the quality level column.
The usability of the landing page indicates whether your page offers a pleasant user experience to users who have clicked on your ad and are redirected to your website.
If it is above average, it means that your landing page is relevant, useful and includes the same request used by the user but also that it is well structured.
In terms of referencing, this means that the title, URL, h1, h2, “alt” attributes of the images and the content of your landing page are relevant and can be used for SEO optimization of a page.
To evaluate the ROI of keywords in SEO
By cross-referencing some Google Ads data with Search Console data, you can estimate potential revenue per keyword using the following KPIs: CTR, potential traffic, conversion rate, number of potential conversions and keyword position.
To improve landing pages
To optimize the performance of a page, there is nothing better than performing tests.
The A/B testing functionality on Adwords allows you to detect the most relevant requests and the most efficient page.
Thus, by launching A/B tests, you will be able to orient your SEO optimizations and improve your pages.
To implement a netlinking strategy
Google ad data can be used as part of a backlinking strategy by using queries with a quality level of 8 or higher as anchor text.
Also, Google Adwords can be an excellent way to find backlink ideas thanks to the site performance report (available for your campaigns on the display network).
Indeed, thanks to this report, you will have the list of pages where your display ads appeared. By identifying sites with a similar theme to yours and focusing only on those that have brought you visits and conversions, you will get some ideas for future backlinks. Afterwards, all you have to do is contact the company for a link exchange, for example.
Remember, the popularity of a site thanks to its quality backlinks is a criterion that Google takes into account for the positioning of a site.