DISCLAIMER: This post is written as a live blog from Mozcon. There may be typos and grammar to make my high school English teachers weep. Please excuse those … it’s a fast=paced conference with back-to-back sessions and no time for proofing or even proper writing.
Stephanie Wallace up next to chat PPC and SEO together. They’re often not a great team as with PPC the focus in just conversions whereas on organic it’s more about general engagement. Not always easy to connect the two.
So what do you do?
1 – Use PPC ads to test meta data. We at Beanstalk have done exactly this and it’s a great use of AdWords. Write your ads akin to what you’d do on organic and test which ads attract the most clicks. Those are the ones to deploy organically.
2 -Identify content gaps setting the look back window to 90 days and the path to all and filter the path to paid search. This will allow you to see which keywords are converting and in which content groups. It’ll also give you some insight regarding which phrases are ranking organically and which aren’t by looking at the keywords themselves in Analytics. You may not have content in this phrase set.
3 – By looking at the top performing keywords with a conversion more than one you can export he data to view the keywords. clicks, impressions and conversions. This will give you a list to look at organically. By running a ranking report you can get your current positions and allow you to prioritize potential converting phrases and go after the easiest targets first if that’s desirable to you.
4 – PPC is great for testing landing pages. After you have grouped keywords by type and tested landing pages on AdWords you can get aster data to deploy on your organic pages.
My personal word to the wise – these are your ranking pages … be very careful when you’re changing up your page structure.