How search engine marketing & PPC Keyword Research Can Work Together

by Brett Harper

A well-orchestrated PPC campaign can benefit an awesome search engine marketing marketing campaign, as Sergey Grybniak explores in How to Combine SEO & PPC for More Powerful Results.

I adore it when a potential patron comes alongside who already has an energetic PPC campaign.

To me, this means two matters:

They’re a critical commercial enterprise, investing cash in digital already and are probably to appreciate and understand the “marketing blend.”
They already have had, at some level, keyword studies performed for the campaigns and feature data on what is/isn’t running.
This is why I’m stressed while search engine optimization professionals don’t like operating with customers who do PPC.

Both facets can win. And when each facets win, the client wins.

We can study loads from reading each different’s statistics, cohesion, and from respecting the distinct margins of mistakes.

Whether it’s search engine optimization or PPC, we both use the equal search phrases, the equal equipment, and the same Google SERPs, just in special methods and from unique perspectives.

Search Intent Versus Search Volume
Over the years, search engine marketing professionals have used PPC gear (e.G., Google Keyword Planner) to do key-word studies.

Search volume has become a common metric blanketed in quite a great deal each key-word studies record. It’s also a metric recognised by means of many customers who have a basic knowledge of search engine marketing.

I assume that seek quantity is great to establish what some of the larger marquee phrases are, especially whilst you’re simply starting to work in a sector or vertical which you haven’t previously labored on.

However, search quantity is only one metric to take into consideration while optimizing a page or bidding on a keyword.

What’s some distance greater critical?

Intent.

Why?

Because there is little factor in rating for a 50,000 search volume key-word if the reason is knowledge discovery.

You’d be higher off targeting a ten,000 seek extent key-word if the rationale is industrial and “to buy.”

This is some thing I’ve seen too regularly in consumer PPC campaigns.

One instance of purpose now not being catered for came from a UK-based totally customer I labored with who sold language courses.

 

In their PPC campaign they had been bidding on phrases like [translations english to french], which inside the UK has a median monthly search volume of one hundred ten,000 (consistent with Serpstat).

They weren’t the only employer to be bidding at the phrase, but when you observe the anatomy of the SERP you can benefit a few perception into the cause behind the question:

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