While you might think that keyword research is just keyword research, the type of keyword research you undertake for an SEO campaign can be quite different to that of a PPC campaign.
If you’re researching keywords for your website for both an SEO and PCC campaign then you really should have 2 distinct strategies – one for PPC and one for SEO.
Let’s take a look at each strategy separately:
- With PPC keywords, search volume is not as important as precision. Because you’re paying for each click, you don’t want to waste money on any old/irrelevant search terms.
- Focus on keywords that will bring in buyers, not browsers. Eg. Someone searching for ‘laptop computer’ is less likely to be a buyer than someone who searches for ‘White MacBook Pro 17″ ’.
- Remember that every keyword costs you money (CPC budget) so go over your keywords with a fine tooth comb, cutting out any that aren’t working and always keep an eye on the cost per click and the other on the Quality Score.
- Have an understanding of the keywords that people search for and their intent with these keywords.
- Target the relevant keywords with the highest search volume (‘relevant’ meaning appropriate to your audience/business/industry).
- Refresh your keywords whenever you see fit to ensure you’re on top of any new advances, technologies, products or ideas that have become popular since you last did your research.
A recent Search Engine Land article outlines the uses for each of the different keywords.
For PPC, you’ll use the keywords in your campaigns and ad groups, in your ad copy, and on your landing page. You want to have a very tight correlation between each so that your Quality Score is high.
For SEO, you’ll use these keywords as the foundation of everything that you do. Ideally, you’ll correlate your existing content on your website with them, find the gaps, and decide if you want to create additional content to fill those gaps. You’ll identify a focus keyword or two for each page on the website, and correlate the meta tags, title, and content to match the focus keyword. You’ll also use those keywords to track and benchmark your ranking progress.
While I believe that any website should have a PPC and SEO campaign that work together, you really should be setting quite different outcomes for your keyword research for each campaign. Good luck!