SEM and SEO Unison
The following subsections cover things you can do with PPC platforms to validate and refine your SEO efforts.
SEO Keyword Tuning with PPC Testing
The PPC paradigm allows for fast, real-time feedback loops. You do not need to wait several weeks or months to realize whether your SEO is working.
Say you have a list of pages with specific targeted keywords. You can create an equivalent PPC test campaign using exact keyword matching to see whether your pages perform as expected. You can also use broad keyword matching to see whether there are other keywords that you may have missed but are producing good conversion rates.
Finding mistakes quickly can save you a ton of money and time in the long run. Use PPC platforms as your SEO testing ground.
Choosing Better Keywords
When it comes to choosing keywords, you should generally be interested in
high-volume, low-competition keywords. The
Google AdWords Keyword Tool shows you relative keyword search volume numbers.
Although the accuracy of this data is questionable, it should give you
a relative baseline when comparing different keywords. If you take
this information together with the number of derived competitors by
using Google’s intitle:,
inurl:, and inanchor: commands, as we discussed in Chapter 11, you can make better keyword quality
estimates.
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