The Difference Between Keyword Analysis For SEO vs. Pay Per Click (PPC)
Often the time that I finish a key phrase analysis project of a client, they ask me about search phrases I may not have included, or they want to find out exactly what the relative competition on the keyword phrases looks like. This takes place often enough which I thought I ought to point out to everyone that despite research for Search Engine Optimization and Pay Per Click can go in conjunction, they’re in fact totally different.
Preliminary, take into consideration what the objectives are with each medium. What are you hoping to do, and what make up accomplishments in that discipline? Next, have a look at in which way the keywords will be utilized. Where, when, how often?
Finally, give thought to what the margin for error is. If you don’t get exactly the right keyword, what’s the penalty?
What Is Your Quest?
In Search Engine Optimization, your objective ought to be to master the keyword area of a topic. Just what keyword phrases do others search for, and what does this tell us about their intent? What can we learn from looking at keywords in a broader context?
As for Pay Per Click, your target has to be to find the keyword phrases you are going to bid on. Which keyword phrases have a tendency to make you the most potential money for your cost-per-click investment?
You should put emphasis on search phrases that are able to easily get ranked for in organic listing (most of the time – there are exceptions to this).
Let us get started on with PPC on this occasion.
You would take advantage of the search phrases in the promotions and commercial groups, in your ad copy, and on your landing page. You want to have a very tight relationship within each of them to ensure that your Quality Score is high. This is basically in regards to how you will use your Pay Per Click search phrases.
As for SEO, you’ll use these search phrases as the guidance of each thing that you do. Usually, you will associate your present content on your site with them, find the gaps, and decide if you want to create additional content to fill those gaps.
You will identify a primary key word or two for every page on the web site, and correlate the meta tags, title, and content to match the focus keyword. You’ll also use those keyword phrases to track and benchmark your ranking progress. I’ve created a handy image below that explains this.
Understand The Margin Of Error For SEO & PPC Keywords
With Search Engine Optimization, the margin for mistakes is big. If you are using a key phrase in a way which just can not work, you’ll correct it and repeat the process. You would find yourself ranking for or even generating traffic for search phrases you wouldn’t consider of. Those are a bonus, and you can just add them into your reports as needed.
You might also need to refresh the keyphrase research regularly to ensure there aren’t new developments, concept, products or ideas that weren’t popular at the time you initial did your research.
Since SEO does not cost a fee per key phrase, you won’t (or you shouldn’t) shy away from high competition words that you may not get. It doesn’t hurt you at all to continue competing for those, and if anything, it makes it easier to qualify for many longer tail keywords.
And so the next time you are inclined to ask your consultant why they didn’t include competition metrics in an SEO key phrase list, or maybe why Pay Per Click categories are done by key phrase instead of intent, remember the differences between the two mediums. And bear in mind just because data is available, it does not mean it is necessarily useful in all contexts.