What SEO experts can learn from Google AdWords – WAU
Investing in paid traffic and seeking organic traffic are, of course, strategies that start from opposite principles. Still, through Google AdWords, it is possible to gain valuable insights to optimize your SEO techniques. Want to know how? We count on this article!
What do SEO and Google AdWords have in common? The simple answer is that both are used by digital marketers to generate traffic to your company’s content. In practice, however, we know that they do it differently.
The distinction is clear. While SEO tries to optimize content so that it can be found organically through search engines, Google AdWords is an ad tool that reaches a pre-targeted audience. In any case, it would be wrong to say that the techniques are exclusive.
So what is it that SEO experts can learn from Google AdWords? That is what we will answer throughout this text. First, let’s look at the differences between organic and paid traffic and then indicate how to use one technique to improve the other. Check out!
What are the differences between paid and organic traffic?
From the moment a company decides to launch itself on the internet, it gains a new challenge: generating traffic.
How this traffic is built depends on many factors, from the company’s urgency to establish itself online to the budget it has available for spending on digital marketing.
Companies that opt for the cheapest option and with the longest completion time will probably insert SEO into their strategy. It is a set of techniques that aim to optimize the company’s contents so that, thus, they can rank well and be found in search engines like Google.
In this case, the traffic generated is called organic. SEO (Search Engine Optimization) is one of the pillars of Inbound Marketing, an approach that aims to attract the customer to the company, reversing the logic of traditional marketing.
On the other hand, companies that do not want to go through the entire process of optimizing content for search engines and that have more resources for investment can choose ways to generate paid traffic. In this regard, Google AdWords stands out as one of the main tools available.
What is Google AdWords?
AdWords is Google’s advertising platform. It is the most remembered tool when we talk about paid media on the internet.
Leader in the market since its creation in 2000, the platform works by selling ads that, based on keywords, are displayed in places of interest to the user.
Have you noticed, for example, cases in which the first results of a Google search are accompanied by a small tag containing the word “ad”? Or have you noticed that an ad carousel precedes product searches?
These materials are not there by chance. They are the result of investment in paid traffic made by a company.
Paid traffic is therefore a way of paying for customers to be directed to your blog or website.
Through AdWords, you can target your ads so that they appear only to users with the greatest potential for conversion. This is the case for people who are searching for a similar product or service through the search engine.
Therefore, we understand that the use of sponsored links and other forms of advertising is a way to seek results in the short term, even if this leads to an increase in investment.
SEO techniques, on the other hand, seek to achieve similar results with less investment and a longer time for completion.
How to make SEO and Google AdWords work together?
It is already clear how SEO and Google AdWords are somewhat antagonistic strategies, do you agree?
While the first aims to optimize content so that it can be easily found by the persona, the second creates targeted ads to reach the user the moment he is performing a search.
But as everything on the internet is in some way integrated, is it possible to use the concepts and features of Google AdWords to improve the techniques that work with organic traffic? The answer is yes, and we will see some examples below.
When defining the targeting of a paid media campaign, we select keywords that are relevant to the company in the hope of reaching people who use the term in their searches.
Negative keywords are those that we indicate should be left out.
In a campaign that promotes a national tourism package, for example, the word “international” can be indicated as a negative keyword.
Thus, the investment is optimized, since users who are looking for trips abroad are not in the company’s interest and, therefore, should not be affected.
You may be wondering how SEO can take advantage of this. As the generation of organic traffic is directly linked to the production of content, you must ask yourself, for example, if your brand will definitely not use the term indicated as negative.
After all, if it is a popular search, why not generate related content?
This is where the two strategies can be integrated. The keywords left out in your paid segmentation process can be used in another context to generate content for your blog, website or social networks.
Title tags and meta descriptions
Title tags and meta descriptions are, respectively, the title and the short description that accompany the result of a search on Google.
For SEO purposes, these details are extremely important, since make up the first information visible to the user after searching.
Thus, not giving due importance to these requirements can be fatal to your organic traffic strategy.
An SEO specialist will, from time to time, check the effectiveness of title tags and meta descriptions and make changes to optimize them. Still, making your performance satisfactory can prove to be a challenging task.
Again, Google AdWords can help. To do this, go to the Google Console, identify your title tags that are well ranked but fall short in the conversion and think of ways to improve your results.
At this point, the role of AdWords will be to test the effectiveness of new titles and goals.
To do this, create a campaign on the platform and include the title tags to be tested in the ad title.
Using the measurement tools provided by AdWords, note which ones point to the best performance in converting clicks. Those with the best results can be used as your new meta descriptions and title tags.
As much as there are a huge number of professionals who seek to understand the way people conduct their searches on Google, the truth is that each individual has his own method.
Who has never heard, for example, of older people who include “please” and “thank you” in their searches?
In order not to let these peculiarities hinder the accuracy of your ads, AdWords has a feature called “broad match“.
So, even if a search doesn’t exactly match your campaign’s keyword, your ad will still show, as long as there is some context.
To better understand, imagine that your campaign keyword is “trip to Noronha”. Thanks to the matching system, your ad will appear even if there are variations in the search.
Thus, searches containing the expression “buy a ticket to Noronha” or even any grammatical errors such as “travel to Noronha” may have your ads displayed.
In addition to not letting related searches escape, do you know what the other good use of the broad mail system is? It is an excellent generator of insights for creating relevant content.
After all, knowing the type of vocabulary and sentence construction used by users in their searches is extremely valuable for a good SEO job.
From there, you can use the insights offered by AdWords to work on your organic traffic strategy.
For that, try to know all the variations of searches related to your keywords and create quality and attractive content for your audience. So, who knows, it will reach you without needing a paid ad.
Extensions and CTAs
When it comes to search engines, extensions are small shortcuts that detail some specific aspect of the business.
In the context of a travel agency, to give an example, they can be buttons with the words “book here”, “where to eat”, “what to do”, “check out hotels” etc.
In an AdWords campaign, you can add up to ten extensions. The idea is, in addition to optimizing the consumer experience, to allow the company to highlight unique attributes of its business.
Thus, extensions highlighting the 24-hour service, free delivery and exclusive offers are quite common.
These buttons are responsible for taking the user directly to the page of interest. Extensions must always be loaded into AdWords, even if they are mere options for the platform.
In addition to facilitating the customer’s life and helping the company organize its differentials, they can be an excellent way to develop good calls to action.
As we know, so-called CTAs are links or buttons that encourage the person who is consuming the content to take some kind of action – which can be downloading an app, subscribing to a newsletter, accessing a blog article, among other things.
Therefore, CTAs are crucial to the efficiency of a strategy focused on organic traffic.
When looking at the extensions used in the campaign, it is possible to highlight those that perform better in terms of conversion of clicks.
From there, just adapt the phrase or word used to create a CTA that has proven to be effective. In addition, aligning the language used in your ads and their organic content is excellent for establishing your brand image.
If you ask an AdWords expert what are the most useful features of the platform, you will probably hear about the ability to measure results.
The level of detail provided by the platform’s analysis makes it possible for your entire marketing strategy to benefit.
An interesting example is the analysis of geographic performance. When we work with SEO, we can divide it into several categories.
One seeks to reach an audience closer to its physical location. This is highlighted by the fact that several people use their smartphones to find businesses close to the area in which they are located.
Even if you don’t have a physical location, you can use the data provided by AdWords to seek greater relevance at the regional or national level.
To do this, go to the platform and filter the results of the campaigns by their locations. Which areas produce the greatest conversion of clicks? Who are responsible for a good portion of the sales generated?
With this information in mind, you can use Google Trends to evaluate terms used by users.
Observe the most used phrases and words to refer to the market in which you are inserted, using as a filter the region that you defined as the most productive. Keep an eye on the variation of these terms to define whether your popularity is growing or decreasing.
From there, it is up to your content team to generate material relevant to users in that geographic area.
This can be achieved by redefining keywords or simply generating content focused on generating leads in that specific audience.
Understanding that SEO and Google AdWords techniques can work together is an important step towards making the most of digital marketing efforts.
The fact that SEO works with organic traffic while AdWords is a paid ad tool does not mean that both should not be an integral part of the same strategy.
So, take advantage of the data offered by thepublicity from Google to make improvements in optimizing your content for search engines.
Aligning the language of the ads with that used on your blog and social networks is important to assert your identity. SEO and Google AdWords should then be used in order to collaborate with each other.
So, ready to apply these tips to your SEO strategy? Did you see how Google AdWords can serve as a tool to improve your organic traffic efforts? Continue your learning with this article that details how to reduce the costs involved in AdWords!