Keyword Research – Don’t Overlook Your Existing Data
Spending time researching which keywords to target for SEO purposes is imperative to the long-term success of any search marketing campaign, and yet it never fails to amaze me:
- How few online businesses actually allocate time and resources to doing it
- How misguided the research and subsequent results can be
- How companies often ignore the ‘goldmine’ of existing data at their fingertips.
I would like to concentrate on (3).
We find that many of the companies who come to us for SEO advice and services have already embarked on some kind of Pay Per Click campaign, whether it be through Google Adwords or some of the other click providers. Adwords in particular gives the advertiser a wealth of information at keyword-level, including search volume, click through rates, the value of clicks and the earnings per click for individual keywords. So why not use this data and integrate it with your keyword research?
Essentially, keyword research should be used to identify viable target keywords based on:
- Search volume
- Relative competition
- Commercial viability
Well a successful Adwords campaign can tell you the EXACT number of page views on the Google listings a search term will receive, and it enables you to spot and nurture the ‘golden’ keywords – those that convert and give you the greatest return.
So, use this data! Remember that keyword research and Pay Per Click data are not mutually-exclusive concepts and delve into those PPC stats to find the clues. It doesn’t take Sherlock Holmes!