With over a million businesses utilising on Google AdWords, there must be a reason why nearly all market leaders make use of it. Ultimately, these online adverts cost money and had they not produced results, Google wouldn’t be the success story that it is today.
Google swears irrefutably that AdWords doesn’t directly affect the organic rankings of a website. Thoughseveral small businesses owners claim that their organic rankings “appear to improve” when they utilise AdWords, and lessen when they stop using them. Here is a look at how AdWords aids your organic SEO:
Getting the Best Keyword Data
One of the greatest challenges for most website owners is identifying and targeting the correct keywords. The Google AdWords Keyword Planner offers detailed info on keywords for your specific audience or industry. AdWords alsogives you the information and the monthly average of thevolume of searches for a given word or phrase, the competition level for each term, and thedata of the pay-per-click market rate for each term.
Refining Your Keyword List
Organic rankings require quite a bit of time. When targeting a certain keyword (particularly one with a high-level of competition) specialised SEO services can take six months to a year to see any results. Even when results are achieved, they may not be as significant as you imagined.
However, if you run a small AdWords campaign to test the keywords that are selected; you may be able to save quite a bit of time. You will be able to see the conversion rate of the keyword easily, as well as the bounce rate. This will indicate to youwhich keywords are worth targeting to improve your organic search results.
Improving the Click Through Rates for Current Rankings
AdWords might also help increase the Click Through Rate (CTR) with current rankings. This is useful if you are ranking well for a specific keyword, getting satisfactory traffic but unable to monetise because of a low CTR. Generally, changing up the title and description can enhance the CTR.
Thoughit’s impossible to test your meta-description in the organic search, you can easily test ad copy in AdWords, then amend your web page meta-descriptions built on your AdWords testing.
Another way to use AdWords is to bid on traffic from various different geographic locations. This, in conjunction with Google Analytics, allows you to compare the waysin which various locations convert. There can be significant inconsistencies in conversions for precisely same keywords in different locations.
Dropping Bounce Rates
While this hasn’t been verified by Google, it is thought that a high bounce rate – particularly when the bounce results in a click to a rival site – will affect a website’s ranking negatively. However, when targeted traffic is directed to your site via AdWords, especially to a specific page with quality information, it can help in increasing their time on your site, while minimising the bounce rate, potentially impacting your site’s rankings in a positive manner.
There is no way you will ever rank for every single keyword that is related to your industry or website. However, with PPC you can fill in these gaps, for a relatively small cost, and enjoy the other in-direct SEO benefits that these ads have to offer.
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