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Wednesday, September 5, 2012

PPC vs. SEO Keyword Research – What’s the Difference?

Posted by @ 5:45 pm
11
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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:
PPC

  • 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.

SEO

  • 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!



Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

View Courtney Mills's profile






Discussion (11 - comments)

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By PPC vs. SEO Keyword Research – What’s the Difference? – Search Engine Marketing (blog) | SEO Facts - September 5, 2012



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[...] PPC vs. SEO Keyword Research – What's the Difference?Search Engine Marketing (blog)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 …What You Need To Know For Competitive Keyword AnalysisSearch Engine LandInvesting in SEO: Marketers are Doing More SEO Than They ThinkSearch Engine WatchQ&A: Husam Jandal on SEO in the Middle EastEconsultancy (blog)DigitalJournal.com (press release)all 13 news articles » [...]

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[...] PPC vs. SEO Keyword Research – What's the Difference?Search Engine Marketing (blog)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 …Investing in SEO: Marketers are Doing More SEO Than They ThinkSearch Engine WatchAvital Web's Proven Track Record a Result of Their Client-Centered StrategyMelodika.net (press release)How SEO Marketing Can Help Your Small BusinessBusiness 2 Communityall 23 news articles » [...]

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