Running an SEO campaign is a significant investment of time and resources. There are a lot of on-site factors that you have to get right. It’s a lot of work, and you can never be 100% sure if it was worth the investment until your content is ranking on the front page of the search results.
This guide will discuss how you can utilize Google Ads to test a page before you embark on a costly long-term SEO campaign. Read on to learn more about Google Ads and how to take advantage of the platform to support your next SEO campaign.
1. Test the potential SEO ROI
When you run an SEO campaign, you have a goal in mind. Generally, the goal of getting a piece of content or a page to rank in the search results is one of the following:
Customer Acquisition: directly sell a product or service to visitors.
Lead Acquisition: generate a lead onto an owned marketing channel. For example, grow your email list.
Brand Awareness: make potential customers aware of your product/services.
Most companies will run an SEO campaign based on the assumption that ranking for a particular keyword will help them achieve one of these goals. Running a Google Ads campaign allows you to gather data relatively cheaply to test those first two goals.
Through a PPC campaign, you can test how your page converts visitors into sales. You can check the conversion rate onto your email list easily as well.
The data you collect from a PPC campaign will not perfectly reflect what you’ll see from having a piece of content ranking on the first page of Google. The conversion rates will likely differ, and the volume of clicks you receive will not be the same. However, you can gain plenty of valuable insights that can help you decide if it’s worth running a campaign focused on certain keywords.
2. Gain on-page engagement insights
Google wants to provide people who use their service with a great user experience. The more people use their service, the more money they make from paid ads.
Google has mastered the art of providing a great user experience. How people engage with your content is a critical factor that impacts where content should rank in the search results. You can use Google Ads to gain insights into bounce rate, time on page, and other user experience signals that impact SEO. – Read more
Every time you type a phrase into your search engine, you’re using a search term. Search terms help grab attention and boost your SEO with keywords, but search terms are not considered keywords.
We’ll explore what search terms are and why they’re important to your marketing strategy. We’ll also show you how you can use the Semrush tool to find search terms to target with organic and paid search strategies.
Why Do You Need To Research Search Terms?
Search terms commonly use one or two keywords. You’ll want to rank for a keyword that’s used in many search terms.
Search terms also indicate a customer’s search intent. Search intent gives us an idea of the kind of content Google will show in the search results.
If your website targets a certain search intent, then knowing what search terms are used will add to the likelihood your website will pop up first on the SERP. Additionally, understanding what terms people are using when searching can save you a lot of money on your PPC campaigns.
Once you have researched a variety of search terms, and have isolated the keyword you want to target, make sure you have that keyword in all the important locations like your webpage’s meta description, page title, and H1 tags.
Before you jump into finding search terms with keyword research, check out our guide to using the Semrush tool for keyword research. – Read more
Headings don’t just make the content on a webpage better organized and easier to read. They are also critical to good technical SEO. This refers to the search engine optimization (SEO) steps you take to make your website easier for search engine bots to crawl and index webpages (basically “read” the pages and categorize them accordingly). If bots can’t crawl a page, they can’t rank it.
Don’t let the term “technical” scare you off. Technical SEO simply refers to practices that don’t have anything to do with the website’s actual content. Instead, it focuses on the website’s infrastructure — such as the use of different headings. Header tags are an easy way for you to improve any homepage’s technical SEO.
There are different types of header tags, categorized by numbers, from H1 to H6. Each header serves a different purpose, giving search engine crawlers like Googlebot valuable information about that page. This guide focuses on how to use H1 tags to improve your SEO results:
A webpage or blog post can have multiple headings. Hypertext markup language (HTML) tags are used to differentiate the types of headings. There are some differences between the following:
An HTML title tag specifies the title of a webpage and is displayed on SERPs. It does not appear on the body content of the webpage. These are meta titles, you can read our post about HTML title tags for more information. – Read more
The choice to invest in either Google Ads or SEO for your business can be a pretty daunting task, more than you might imagine. It calls for a deeper understanding as to what these two options are and what they offer to your business. If you are looking to improve your website’s performance, you need deeper insights into your Adwords and SEO options before you settle.
SEO and Adwords constitute the prime aspects of Search Engine Marketing. They are significant tools for any business that runs or looks forward to running digital marketing campaigns. Different marketing environments require different SEM tools. In some situations, they can be coupled up or used separately depending on what your marketing and business goals are.
It is important to note that this is not a question of a simple ‘YES’ or ‘NO’ answer. There are a myriad of factors that essentially influence the tool that works for any business. Before delving into some of these factors, it is first important to understand what these tools are.
Search Engine Optimisation (SEO)
This is a process of getting your business’ website to rank in some of the major search engines including Google, Yahoo, and Bing for the selected keywords through different kinds of on-site and off-site optimizations. SEO is a critical aspect of business marketing that is among the top tolls with the highest conversion numbers in reeling in new customers.
You need to read and understand SEO terminology and some of the tips on the vital configurations you need so that your website becomes search engine friendly. Including backlinks to your website’s contents is just one of the ways you can do some SEO marketing or Google advertising for your business to drive more leads.
Several words can be thrown around like CPC, campaigns, PPC, or Adwords concerning digital marketing, without necessarily knowing what they mean precisely. Google Ads, otherwise referred to as Google Ads, is a Google-owned advertising platform.
Businesses that own websites can use the platform to make advertisements by positioning them in Google Products like Gmail and YouTube and Google Search Result Pages including other websites. As a business owner, you can decide to utilize Cost Per Click (CPC) where you pay someone when he clicks on your ad or the CPM when our audience sees your ad. Google Ads functions best through the Google Display Network, which allows advertisers to reach a larger number of people as they browse through their favorite websites or enjoying videos on YouTube or even checking the Gmail account.
Essentially. Google Display Network helps advertisers find the right audience for advertisers since its targeting options give advertisers the chance to strategically show their ads to potential customers that may be interested in their products. This works best by helping advertisers find new customers or actively engage their existing audiences and driving more conversions utilizing automation. If you are finding it a bit challenging to choose the right keywords for your ad, let a Google Ads keyword tool do it for you and let it help get yours before the right audience.
Factors influencing the choice between SEO and Google Ads
Now that you have a rough idea of what SEO and Google Ads are all about, it is necessary to take a look at some of the factors that influence the type of tool that you will pick for your business. Here are 5 factors that will guide your choice of a marketing tool for your business. – Read more
Now more than ever, your customers search online to find the products they need nearby. Find out how Google can help you reach local customers and connect in-store sales to online activity. Closed captioning is available in a selection of other languages. Click on Settings, Subtitles/CC for a list of options.
SEO (or Search Engine Optimization) is central to your website’s visibility. It is an important way of communicating with Google and other search engines to prove the relevance of your site for users and their search queries.
In this article, we will explore the importance of SEO for websites and pages. We will look at some of the most important aspects of SEO, why SEO is important for your website, and what role SEO plays in your digital marketing strategy. Here’s what we’re going to go over:
SEO communicates the importance and relevance of their websites and pages to Google. Through SEO, your content becomes more likely to rank highly in the SERPs and appear to users first when they search for relevant keywords.
Organic search refers to search results that aren’t paid for. Instead of being organized by Google’s paid ad guidelines (which includes CPC, ad relevance, and many other factors), organic search results are organized by its search engine algorithm.
The importance of SEO is not something to overlook. Search engines employ specific algorithms and KPIs to direct online traffic to one site or another. Let’s take a closer look at this with an example.
With Semrush’s Traffic Analytics Tool, you can compare your website traffic to your competitors’. We’ve taken two sites that sell shoes. As you can see, finding out where the most traffic comes from for these big brands is actually pretty easy.
Whether you’re a digital marketing professional helping other companies grow their online presence or an ecommerce website owner trying to boost your brand, there’s no getting around the importance of search engine optimization (SEO). SEO for Beginners
SEO is critical to boosting internet visibility, making it easier for potential customers to find the products, services, and knowledge they need online.
Organic keywords are one important cornerstone of effective SEO. This is a type of keyword used to attract organic search traffic for free.
If optimized correctly, there’s even the potential to rank for featured snippets — something that will help improve your click-through rate (CTR). Read on for an introductory guide to understanding organic keywords for SEO beginners.
Organic keywords are keywords used in SEO to attract “free” traffic. The “free” label is important because it sets organic keywords apart from pay-per-click (PPC) keywords used for Google Ads and similar platforms. The fact that organic keywords are free also makes them a cost-effective online marketing tool worth learning.
Affordability aside, organic search is a very valuable marketing tool. Google now processes more than 3.5 billion searches per day (that’s an average of about 40,000 keyword search queries per second).
If you can capture some of that organic traffic, you can boost your site’s visibility in a big way. The implementation of well-researched and carefully selected organic keywords can help you achieve this goal.
How Do I Find Organic Keywords?
There are a few ways to find organic keywords that are likely to help your website climb the search engine results pages (SERPs) of Google, Yahoo Search, Bing, and other search engines.
Below, we’ll walk you through a few options for researching and identifying organic keywords that will help drive your traffic to your platform.
Use Google Analytics
Google Analytics can help you identify which organic keywords drive traffic to your site. You can then leverage those keywords even further and maximize their impact. Landing page reports are one way to do this.
In the Analytics dashboard, select “Behavior” > “Site Content” > “Landing Pages.”
From there, you can click the URL slug (or enter it in the search bar). Then you need to go to “Secondary Dimension > “Advertising” > “Keyword.” Or, you can search in the mini search bar within “Secondary Dimension.” – Read more
Good SEO in WordPress. If I asked the vast majority of website owners ‘what brings in the majority of your traffic’, the top answer would be ‘my articles of course’ and that is a completely acceptable answer.
But, a better answer would be ‘my articles, but I also gain a lot of traffic from my categories and tags’.
Now we are talking.
This is because categories and tags play quite a crucial role in website traffic, organizational structure, and SEO. Up to this point, from reading around, it seems categories are given some merit, but tags are generally not used/used inappropriately or are told to be deindexed by search engines. I’m here to tell you that if you use your categories and tags correctly, you could increase your traffic by quite a lot, with auto generating content that takes up a fraction of your time. For me, this number was a 40% increase.
WordPress Categories Optimization
Categories are an effective way to archive articles under a category heading to organize a website. There are many benefits to doing this:
It helps your web users browse similar content on your website
It helps Google better understand what your content is about
It helps the architectural structure of your website, by having content under categories – this helps give a better understanding for Google and web users what your website is about
For example, let’s take an example of a bakery recipe blog that creates recipes for a range of bakery products. Effectively categories for this could be:
Good SEO in WordPress
This ultimately tells people what your site is about, and how they can better explore your content. As well as this, it gives more indication to Google what your content is about, even before crawling the content itself.
For even better SEO, it could be a good idea to include the category in the prefix of your URL too. That way, your website structure is reflected in your URL for all of your content.
As well as this, you can create hierarchal categories, such as a category beneath a category – again, this helps – Read more
Read more blogs posts about how to improve SEO here
Surely spending more on Google Ads will get you better placement in organic search also, right? That’s the claim that one Google sales representative allegedly made to a prospective client recently. But is it true that higher ad spend equals better organic results? Does your Ad spend Buy Better SEO?
Ever since Google Ads launched as AdWords on October 23, 2000, digital marketers have speculated that there must be a connection between dollars spent on pay-per-click (PPC) ads and performance in the free organic search results. Twenty-one years later, it’s still a common question that clients ask: “Can I buy better organic search performance by increasing my ad spend?”
The answer is, unequivocally: “No.”
Google Ads spend does not affect organic search performance in any way. Nor does participation in or purchase of any Google product from GSuite to the $150,000-per-year Google Analytics 360.
In Google’s words:
“While advertisers can pay more to be displayed higher in the advertising area, no one can buy better placement in the search results themselves.”– Google
“Search listings are free, and no one can pay for a better ranking, because Google is committed to keeping our search content useful and trustworthy. … Running a Google Ads campaign does not help your SEO rankings, despite some myths and claims.”– Google
To many, it seems like a logical connection: Giving Google more money should come with fringe benefits. But Google’s product isn’t search results, it’s the attention of human searchers. The search results are just bait to lure the searchers to Google so their attention can be sold to the highest Google Ads bidders.
Searchers will only continue to give their attention to Google freely if Google’s search results are relevant and unbiased. Therefore, it’s in Google’s best interest to keep a distinct separation between church (organic results) and state (paid results).
It’s such an important aspect of Google’s business model that Googlers in all roles are educated about that separation when they’re hired — including, in theory, the errant sales rep. – Read more
Your website’s structure is the way that content (pages and posts) is grouped. This is sometimes referred to as your website’s architecture and is all about how your content is linked together and presented to users and search engines. It’s your website’s framework.
A good website structure makes it easy for users to navigate between pages and search engines to crawl your content and understand what your site is about.
Think about it as how pages on your website relate to one another, specifically how they branch off your homepage and are grouped within deeper directories.
And planning a site structure includes considering your:
The Importance of Your Site’s Structure
Whether you have a small website or a large website, site structure is an important component for success as your site structure impacts both users, in terms of its accessibility and user-friendliness, and for search engines, in terms of crawlability and technical aspects.
So let’s take a look at the reasons why you need to take the time to properly define this for these two key reasons…
Site Structure for Users
Your website’s primary purpose is to put your products or services in front of your target audience, such as your next customer or client. That means that your users should be at the heart of everything you do.
And when we look at the reason why your site’s structure is so important for your users, we can break it down into three key things:
Site Structure Is Important for UX
The structure you choose has a direct impact on your website’s usability, and this means making it easier for users to find the products, services, or information that they’re looking for.
The easier it is for someone to find what they landed on your site for, the higher the chance that they’ll become a client or customer.
A Good Site Structure Makes It Easier to Navigate
When you carefully plan out your site’s structure to help users find what they want as easily as possible, you’re making it easier to navigate.
Since one of the key functions of content on a website is to help push prospects through your sales funnel, it makes sense that you’d want to make it as simple as possible for a user to flow through the sales funnel by improving your navigation.
A Good Site Structure Groups Content and Makes Pages Easy to Reach in As Few Clicks As Possible
No one wants to spend an age looking for the content that they’re after. A good site structure makes it easier to find pages and posts in as few clicks as possible, keeping users engaged and stopping them from bouncing.
Site Structure for Search Engines
While a good site structure is important for presenting a great user experience, it’s also a key part of achieving SEO success.
Structure your site in the right way, and it’s easier for the search engines to understand and rank your content higher on the SERPs.
The key reasons why site structure matters for search engines are:
Topically Grouped Content
Topical SEO is a big deal, and your site’s structure is a key way to showcase how different pages and posts are connected.
Often referred to as topical relevance or topical authority, grouping together related content pieces helps to position you to search engines as experts in your field, showcasing that you cover a topic in great depth.
This helps search engines understand what your website is about and give context to the keywords you should be ranking for.
Highlight Your Most Important Content
The right site structure helps you highlight your most important pages (often called pillar pages or hub pages) and position them as the pages that should rank for competitive, high volume keywords (think generic terms).
A Good Structure Makes Your Site Easier to Crawl and Find New Pages Faster
A good site structure makes it easier for search engines to crawl your site and find new pages (and changes to existing pages) faster.
If Google can’t crawl all of your website’s pages, it’s going to struggle to index them. However, you shouldn’t face this issue with the right structure as all content should be linked to from at least one other page.
Your Site Structure Passes Link Authority
Backlinks are a key ranking factor. To maximize the benefits from your link building strategy, you need to make sure that you’re properly distributing link authority throughout your site.
To earn high-quality backlinks, you want to have different pages answering different questions. This way, you have several pages across your domain that are beneficial to users. You’re able to acquire more relevant, quality backlinks this way, too.
The right site structure helps you to do this effectively.
Helps to Prevent Keyword Cannibalization
Keyword cannibalization can prevent your site from ranking as well as it could when two or more pages that have the same intent compete with one another. The right site structure can make it easier to stop this issue from occurring due to a clearly defined place on your site for a particular topic or piece of content.
What Does a Good Site Structure Look Like?
We’ve already defined that a good site structure should:
Group topically related content together
Highlight your most important pages
Keep content simple and organized in a logical hierarchy
Before we dive into how to define your website structure, here’s what a well-organized structure looks like:
See how content is grouped around key pages that come off from the site’s homepage? Content is placed in a logical hierarchy, and it’s clear to see how this could easily be expanded as the site grows.
This site architecture is based around what is known as topic clusters, and we’ll give a quick breakdown of the strategy:
Topic clusters are a group of content that revolves around a central topic and use a pillar page to link to and from. In short, topic clusters are centered around a single topic and offer multiple internal linking opportunities to keep readers on your site.
They’re an effective approach to structuring your site, helping you group topically related content together and putting in place a solid internal linking structure. Here’s an example topic cluster with a pillar page:
Using topic clusters helps you showcase topical authority, which is vital for earning top rankings on the SERPs.
How to Define a Site Structure That Works
Ready to plan out a site structure that works great both for your users and search engines? Here’s a step-by-step guide to defining your website structure: – Read more