Should you get married or stay single? Have a child or not? Invest in SEO or PPC? Yes, that last question is right up there with many of life’s tough decisions — at least as far as your business is concerned.

I’m here to help you better understand both sides so you can figure out how to dominate your digital marketing strategy. In this article:

• What is SEO
• Why do SEO?
• What is PPC
• Why do PPC?
• How to use SEO and PPC together
• FAQ: How can I effectively choose between SEO and PPC for my digital marketing strategy? 

What Is SEO?

Search engine optimization aims to improve a website so that it performs better in the search engine results pages, generates earned traffic and makes more money for the site owner or brand.

Quality SEO works in conjunction with the search engines, not against them. That means upholding the webmaster guidelines set forth by Google and Bing.

Search engines care about SEO because they want websites to improve so that they offer a better user experience. Websites that do so are rewarded with more visibility in the organic areas of the search engine results page (SERP), as shown below.

In general, SEO is a long-term strategy that builds a site’s visibility and traffic over time.

To show up in the organic search results over your competition, you want to invest in SEO.

Why do SEO?

Consider that Google’s search engine processes more than 2 trillion searches per year. People all over the world turn to search engines for key moments in their lives, whether it’s learning more about a topic, researching potential goods and services, finding local businesses, or buying via e-commerce.

Keep in mind that the indexed web contains billions of web pages. Search engines like Google have to sift through these billions of pages to find the best of the best websites to feature on the first page of their search results.

So if you think you have a chance of showing up at the top of the search results for the searches your audience is doing without any type of SEO, you’re sorely mistaken.

SEO offers many advantages to websites: More visibility in the search results, more traffic, more leads and more sales.

In fact, research has shown that the organic search channel is responsible for approximately 53% of traffic to a website on average and higher in some cases. It’s also responsible for up to 59% of revenue over other channels for some industries.

Moreover, SEO offers longevity. The fruits of your SEO labor will continue to pay off in the form of organic listings on the search results page.

This is different from ad campaigns, which stop generating traffic as soon as you stop paying for an ad. And this brings us to our next topic …

What Is PPC?

PPC, or pay-per-click, is a method of online advertising in which advertisers pay for website traffic. PPC ads can show up on the search engine results page, across websites, or on social networks.

Pay-per-click ads make up 80% of Google’s revenue and an astonishing 99% of Facebook’s revenue.

Why Do PPC?

If you want a targeted way to reach an important audience fast, then PPC is the way to go.

PPC can offer a great return on your investment — and quickly. In fact, 74% of brands say PPC is a huge driver for their business.

And Google reported that businesses generally make an average of $8 in revenue for every $1 they spend on Google Ads. (Take that statistic with a grain of salt.)

It makes sense when you consider how people interact with pay-per-click ads.

For example:

• Seventy-five percent of people say paid search ads help them find the information they’re searching for on a website or search engine. And 33% click a paid search ad because it directly answers their search query.
• About 65% of people click on Google Ads when they are looking to buy an item online.
• Fifty-seven percent report that social media influences their shopping decisions, and that number rises to over 80% when you’re talking about GenZers.

Especially when it comes to social media PPC, the targeting options are unparalleled.

Want to offer organic coffee to moms between the ages of 35 and 50 who live in Oregon and are interested in holistic living? There are ad filters for that.

Or want to use ads to remarket to people who’ve visited your website before? Facebook and other social media ad platforms make it easy to do.

On search engines, PPC offers a way to be placed above other search engine results. Remember, though, paying for PPC ads does not affect your SEO organic rankings in the least, no matter what anyone says.

Many businesses use PPC as a fast way to get visibility, traffic, leads and sales. It offers control over the messaging and placement, plus additional data you might not get from other digital marketing channels on what converts.

PPC + SEO = The Whole-SERP Strategy

In reality, the question is not whether you should do PPC or SEO. A good digital marketing and advertising program will have both.

Since SEO and PPC perform in different ways, it’s appropriate to use these channels in a complementary manner with the goal of more visibility, traffic, leads, and sales.

A whole-SERP strategy is all about maximizing visibility in the search results. It’s about understanding your audience’s intent when they search for something in a search engine, and then ensuring your business shows up with ads and/or organic listings.

In summary, PPC can offer instant gratification, while SEO is a long-term strategy.

If done correctly, the decision to invest in both PPC and SEO will strengthen your digital marketing strategy. So when pondering life’s big question of PPC versus SEO, don’t just choose one — choose both!

Ready to dominate your digital presence? Blend the power of SEO and PPC for ultimate visibility, leads and sales—optimize your strategy now. Contact us. 

FAQ: How can I effectively choose between SEO and PPC for my digital marketing strategy?

Your marketing success may depend heavily on which method you select between PPC and SEO, so it’s crucial to fully comprehend both before making an informed decision. It is also vital to gain an understanding of their advantages and nuances so as to make an educated choice.

Understanding Objectives

Before diving into the SEO vs. PPC debate, clarify your marketing objectives. Are you aiming for long-term visibility (SEO) or immediate results (PPC)?

Assessing Budget and Time

Evaluate your available resources. SEO often demands time and patience, while PPC requires a financial investment for quicker outcomes.

Analyzing Buyer Intent

Identify buyer intent search terms relevant to your business. SEO targets informational queries, while PPC caters to transactional searches.

Keyword Analysis

Explore keywords relevant to your industry. SEO focuses on organic keyword optimization, whereas PPC involves bidding on targeted keywords.

Target Audience Insights

Understand your audience’s behavior. SEO caters to broader audiences, while PPC allows precise targeting based on demographics and interests.

Evaluating Competition

Analyze competitors’ strategies. SEO aims for organic ranking superiority, while PPC offers a chance to outbid rivals for ad placements.

Testing and Monitoring

Implement small-scale PPC campaigns or SEO strategies to test their effectiveness. Analyze data to refine your approach.

Integrated Strategy

Consider a hybrid approach. Leveraging both SEO and PPC can amplify visibility and maximize results.

Step-by-Step Procedure: How to Effectively Choose Between SEO and PPC

1. Define marketing objectives clearly.
2. Assess available budget and time resources realistically.
3. Identify buyer intent search terms relevant to your niche.
4. Perform comprehensive keyword research for both SEO and PPC.
5. Develop audience personas for targeted insights.
6. Conduct competitor analysis for SEO and PPC landscapes.
7. Initiate small-scale PPC campaigns or SEO strategies for testing.
8. Analyze performance metrics and adjust strategies accordingly.
9. Explore the hybrid approach for integrated benefits.

Navigating the realm of SEO and PPC involves a strategic blend of understanding buyer intent, thorough analysis and the agility to adapt. The synergy between these two approaches paves the way for an impactful digital marketing strategy, allowing businesses to thrive in the competitive online sphere.

The post SEO vs. PPC: How To Choose appeared first on Bruce Clay, Inc..

We proposed a number of improvements including radical siloing of their massive website contents. We said that if they implemented every recommendation in our strategy, it would generate a significant increase in traffic. So much so that they’d need to upgrade their servers to handle the load.

It was quite a risk for the client to take, but they got behind it.

Every SEO recommendation, no matter how large or small, would be implemented. They knew in order to pull it off that, everybody — from the executives to the marketing and IT teams — would need to be a part of it.

The chairman of the board called a company meeting. He announced that search engine optimization was a key strategic initiative for the company. Everybody needed to be on board … or, essentially, they could find another place to work.

After implementing the SEO program, then came the results: a 900 percent increase in traffic within the first week. The site’s prominence continues to this day.

• SEO takes commitment 
• Obstacles to thinking SEO
• FAQ: Why is a customer-centric approach essential for SEO success?

SEO Takes Commitment

Commitments cannot be half-hearted and succeed. With SEO, you’re either all in or you’re out. CMOs and other top decision-makers must understand that SEO is a key strategic initiative for any company today.

Unfortunately, a 2019 Gartner study found that in North America and the UK, less than 7 percent of the marketing budget is allocated to SEO. Yet most of the budget goes to the website. Notice a gap in thinking?

In fact, Gartner reports that “nearly half of brands lack a discernible search strategy; only 10 percent are maximizing the opportunity search offers.”

This is a problem when organic traffic drives more than half of the traffic to a website and up to 60 percent of the revenue versus other channels (per BrightEdge research in 2019).

Obstacles to Thinking SEO

One issue that many forget is that SEO is a long-term strategy. So, they invest in other channels that offer quicker gratification.

Balancing different marketing strategies is a CMO’s job. But it’s imperative not to sacrifice long-term sustained search traffic by focusing too much on alternatives.

Another issue: siloed thinking. While silos in SEO are a good thing, they’re not so great when it comes to organizational success. McKinsey reported that cultural and behavioral challenges, which include functional or departmental silos, have the most impact on the ability to meet digital priorities.

In fact, in its research with executives, McKinsey found “siloed thinking and behavior number one among obstacles to a healthy digital culture.” And, as shown in the chart below, it can have a negative impact on the economic growth of a company.

Overcoming the Obstacles

The key to breaking down silos, according to McKinsey, is education and accountability. When staff understands the impact of an SEO initiative and is held accountable for their decisions (it’s not just “someone else’s job”), you can begin to make great progress. This, by the way, is why we enroll clients in our SEO training course at the start of their project.

At the end of the day, an SEO strategy is not really just about “doing SEO.” It’s about driving growth and remaining competitive. And above all, it’s about putting the user first. These are the ideas that need to be communicated and bought into for SEO to succeed.

At its best, customer-centricity extends far beyond marketing and product design to become a unifying cultural element that drives all core decisions across all areas of the business.

–McKinsey & Company, “Culture for a Digital Age” report

Companies that make big bets on their digital strategies know what their competition is up to. As McKinsey points out, “Goals should reflect the pace of disruption in a company’s industry.”

This includes Nordstrom, which, in the face of Amazon, “committed more than $1.4 billion in technology capital investments to enable rich cross-channel experiences,” McKinsey reported.

And this is exactly what our client did when they bought into SEO as a key strategic initiative for their company.

If you’re doing search engine optimization, with every decision, you need to ponder: How will this decision impact SEO’s ability to put the user first and drive results?

• Redesigning the website? Ask how SEO needs to be involved.
• Writing content? Consider how it can be optimized to fit the SEO strategy.
• Launching a new product? Involve SEO sooner in the planning.

SEO needs to be a natural process throughout our businesses, not a seldom-remembered “nice to have.” One voice is not enough within the company.

The CMO or the SEO cannot always be in the room, so in order to support SEO as the key strategic initiative that it is, we need others in the company to live and breathe SEO.

United is how we win, so others in the company should get on the bandwagon … or get off.

If you found this post helpful, please share it and subscribe to our blog. To inquire about our SEO audits or other services, contact us today.

FAQ: Why is a customer-centric approach essential for SEO success?

Search engine optimization (SEO) is an essential tool businesses use to expand their online presence. While traditional keyword stuffing and link-building techniques may once have provided businesses a competitive edge in the online world, for SEO to truly work successfully, businesses must adopt customer-focused strategies instead.

Understanding the Customer-Centric Approach

A customer-centric approach in SEO revolves around putting your audience first. This approach emphasizes providing users with value and relevance rather than simply optimizing for search engine algorithms. Understanding their preferences will allow you to tailor content specifically to them and tailor websites as per user preferences.

Building Trust and Credibility

Adopting a customer-centric strategy is one way to build trust and credibility among your users, who will more likely engage with and return to your website when they find its content relevant and valuable. Search engines recognize this increased engagement from users as a sign that the site provides quality resources; rankings will eventually rise accordingly.

Enhancing User Experience

Customer experience is an integral component of SEO success, so customer-centric approaches should ensure your site loads quickly and offer an uninterrupted browsing experience for users. These factors keep visitors on your site and reduce bounce rates, contributing positively to your SEO efforts.

Long-Term Relationship Building

Lastly, a customer-centric approach fosters long-term relationships with your audience. You can transform one-time visitors into loyal customers by consistently delivering value and addressing their needs. Engaging customers are more likely to promote your brand and share its content, driving up SEO rankings.

Customer-centricity isn’t just a buzzword – it’s an effective strategy that will lead to success. By prioritizing the needs and preferences of your target audience, prioritization helps build trust, enhance user experience, and forge lasting relationships – essential ingredients in reaching top SEO rankings.

Step-by-Step Procedure: How to Implement a Customer-Centric Approach for SEO Success

1. Research Your Audience: Start by deeply understanding your target audience’s demographics, preferences, and pain points.
2. Keyword Research: Identify keywords that align with your audience’s interests and needs.
3. Create High-Quality Content: Develop informative, engaging content tailored to your audience’s interests.
4. User-Friendly Website: Ensure your website is easy to navigate, loads quickly, and is mobile-responsive.
5. Optimize for Mobile: Given the prevalence of mobile device usage, prioritize mobile optimization.
6. Prioritize Page Speed: Optimize your website’s loading speed for a better user experience.
7. Use Structured Data: Implement structured data markup to enhance search results and provide more information to users.
8. Quality Backlinks: Focus on acquiring quality backlinks from reputable websites in your industry.
9. Regularly Update Content: Keep your content fresh and relevant to maintain user engagement.
10. Engage on Social Media: Connect with your audience on social media platforms to foster relationships.
11. Collect User Feedback: Gather user feedback to improve your website and content continuously.
12. Local SEO: If applicable, optimize for local search to attract nearby customers.
13. Monitor Analytics: Regularly analyze website and SEO performance using tools like Google Analytics.
14. A/B Testing: Experiment with strategies to determine what resonates most with your audience.
15. Adapt and Evolve: Be flexible in adapting your SEO strategy based on changing user behavior and search engine algorithms.
16. Build Online Communities: Foster online communities related to your niche to engage with your audience.
17. Leverage Social Proof: Showcase customer reviews and testimonials to build trust.
18. Educate and Inform: Provide informative resources that help users solve problems or make informed decisions.
19. Track Competitors: Keep an eye on what your competitors are doing regarding SEO and user engagement.
20. Stay Updated: Continuously educate yourself on the latest SEO trends and customer behavior to stay ahead in the digital landscape.

The post CMO Directive: ‘Think SEO’ or Work Somewhere Else appeared first on Bruce Clay, Inc..

What is SEO? Why should you do SEO? And how do you do SEO?

These are burning questions for businesses, brands, and site owners just beginning to think about how to improve their websites so they can better compete online.

Here, I’ll give the what, why, and how of SEO. Then, you can build a better foundation knowing what SEO is and how to approach it. In this post:

• What is SEO
• Why do SEO
• How to do SEO
• FAQ: Why is SEO essential for improving website performance and generating revenue?

What Is SEO?

SEO, or search engine optimization, aims to improve a website so that it performs better in the search engine results pages, generates earned traffic, and makes more money for the site owner or brand.

SEO works to support search engine guidelines. Ultimately, good SEO helps search engines do their jobs better as they look for quality websites to rank in the search engine results.

To some, SEO seems like Black Magic. Having worked with Google Search for over a decade, what I’ve learned is that first, it’s not Black Magic, and second, if you want long-term success there aren’t any quick magical tricks that an SEO will provide so that your site ranks number one.

–Maile Ohye, Former Googler, YouTube 2017

Of course, there are a great many approaches to SEO. Ultimately, you want your website to prove your expertise, authoritativeness, and trustworthiness, as outlined in Google’s Search Quality Evaluator Guidelines.

Site owners can achieve this via several SEO vehicles, many of which are listed in Bruce Clay Inc.’s SEO guide.

Why Should I Do SEO?

Website owners do SEO so they can be competitive in the search results, drive more targeted traffic to their websites and businesses, and ultimately create more revenue.

Google handles trillions of searches per year and growing, so it’s inevitable that what you’re in the business of is something people are searching for every day.

But take into consideration that there are nearly 6 billion pages indexed on the web — that’s a lot for search engines like Google to sift through to find the best results.

And we know that Page 1 of the search results is really all that matters. (Someone once said the best place to hide a dead body was on Page 2 of the search results.)

Image source: Backlinko

To have a chance on Page 1, you need to have a quality website that is built for both users and search engines.

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.

-Guy Kawasaki

And then there are the results of SEO. Given that the organic search channel drives more than 50 percent of traffic to a website on average and up to 64 percent for B2Bs and is also responsible for up to 59 percent of revenue over other channels, it’s not hard to see why you should do SEO.

Analytics chart showing organic traffic gains on a Bruce Clay Inc. client’s website

Yet many brands aren’t prioritizing it today. In fact, less than 7 percent of the marketing budget in 2019 went to SEO. That presents a huge opportunity for site owners to beat the competition in search.

But the sooner you get in on the game, the better. It’s only a matter of time before more and more businesses begin to optimize their websites. The longer you wait, the harder it is to catch up.

How Do You Do SEO?

There are a great many ways to do SEO. But first, you must consider your overall approach, such as a do-it-yourself approach, taking formal SEO training, hiring a consultant or employee, or outsourcing to an agency of experts.

I won’t go into all the mechanics of search engine optimization in this article. Rather, I’m going to talk about the approach to getting SEO done and the various outcomes.

DIY SEO

A do-it-yourself SEO approach could involve self-education from many resources on the web. For example, one might take an online training course, subscribe to publications like Search Engine Land and Search Engine Journal, follow various forums and blogs, and so on.

Of course, there are a lot of free “guides” available, and our SEO Guide is a good starting place. Many of them are similar in that they offer straightforward 101-level instructions on how you can do SEO.

Keep in mind that while a great many articles are written out, there can be educational, each website is different when it comes to SEO. While many optimization techniques can be applied to all websites, many SEO strategies are not one-size-fits-all.

The pros of a DIY education is that you can learn at your leisure. The cons? SEO is a full-time job.

So unless you have no other job (like running a business or a marketing department), then it can be truly difficult to get a handle on SEO and apply what you’ve learned to a website when going the DIY route.

Formal SEO Training

SEO classroom training in many ways helps students understand SEO better than an online format can. That’s because in-person training is highly interactive, and students can ask questions related to their own businesses and websites, and receive personalized answers from SEO experts.

So what about online training? We took our classroom training, brought it online, and significantly enhanced it at SEOtraining.com, a full SEO training environment available as a membership site. Really, up-to-date training – and much more – check it out! Or try our Bruce Clay Inc. SEO guide.

Depending on the venue, in-person training is often limited to a number of students for a richer experience. Students can interact and network with one another on their journey to learning SEO.

The cons? This type of training does take time away from work, but it usually pays dividends when attendees go back to the office to apply what they’ve learned.

Hiring an SEO Consultant or Employee

One of the best things a site owner or brand can do to advance a website is to hire an SEO professional, whether that’s in-house or a consultant. On the other hand, one of the worst things you can do is hire the wrong SEO professional.

For example, hiring someone with a couple of years of experience means they likely haven’t had enough time in the game to be an expert.

(Even though some say the 10,000 hours to become an expert idea is not valid, you at least need to have enough experience with enough websites to know how search works on different websites, keywords, and so on.)

And even if the experience is there, you have to ensure that they are not giving bad SEO advice. In these cases, it may be less productive to hire an inexperienced employee or consultant than an agency where everybody has 10-plus years of experience.

For sage advice on hiring an SEO, see what Google has to say. Their “strongest advice” includes that the hiring business, brand or site owner request that SEOs support their recommendations with a documented statement from Google.

Outsourcing to an SEO Agency

Hiring an SEO agency is a great way to get access to a pool of experts. They can bring decades of experience working with many kinds of businesses or websites (or niche businesses and websites for that matter).

SEO agencies typically have their finger on the pulse of search. With specialized experts in every area of SEO and digital marketing, these professionals can come together to offer a holistic view of SEO and marketing online.

I’ve talked before about how reputation, expertise, and authority are all important things to evaluate when hiring a trustworthy SEO company. (These, by the way, happen to be the things that Google cares about in a website).

These characteristics are especially important when SEO practices can help or hurt an entire enterprise, not just a website.

If going the SEO agency route, it’s important to ask a specific set of questions, which I outlined in the article linked in this section.

SEO: The Bottom Line

In sum, SEO aims to improve a website so it performs better in the search engine results pages and generates earned traffic to the website so that the site owner or brand makes more money.

Thus, website owners do SEO so they can be competitive in the search results, drive more targeted traffic, and, ultimately, more revenue.

There are many ways to do SEO. You can choose a DIY approach, hire a consultant or employee, or outsource to an agency. Each of those options will produce unique outcomes for your SEO strategy.

If you’d like to discuss how we can help you increase your organic traffic and revenue, contact us for a no-obligation quote.

FAQ: Why is SEO essential for improving website performance and generating revenue?

Leveraging Search Engine Optimization (SEO) has become more than just a trend; it’s necessary. SEO is the strategic cornerstone that can significantly impact your website’s performance and, in turn, drive revenue. Here, we’ll delve into why SEO is indispensable and provide invaluable insights into harnessing its potential for your online success.

1. Enhancing Visibility and Ranking

SEO helps your website rank higher on search engine result pages (SERPs). When your website appears at the top of relevant search results, it gains more visibility and attracts organic traffic. This increases the chances of converting visitors into customers and establishes your website’s authority.

2. Targeted Traffic and Quality Leads

By optimizing your website with specific keyword phrases, you can ensure that visitors are interested in your services or products – the group most likely to convert into customers and subscribers for greater returns on investment (ROI).

3. User Experience Matters

User experience is a crucial component of SEO. Websites that load quickly, are mobile-friendly and offer a seamless browsing experience rank higher. Improved user experience not only boosts SEO but also keeps visitors engaged, reducing bounce rates and increasing the chances of conversion.

4. Content is King

High-quality, relevant content is the lifeblood of SEO. Regularly publishing informative and engaging content keeps your audience coming back and positions your website as an industry authority. This, in turn, leads to more backlinks and further enhances your SEO efforts.

5. Measurable Results and Adaptability

Measurability is one of the key advantages of SEO. Utilizing various analytics tools, you can measure your efforts and adapt your strategy based on this data-driven strategy, ensuring your site continues to optimize for optimum results.

SEO goes far beyond improving website performance – it forms the backbone of an effective web presence and contributes directly towards revenue generation.

Step-by-Step Procedure:

1. Begin with conducting thorough keyword research.
2. Utilize keywords to optimize title tags, meta descriptions and headers.
3. Craft engaging content tailored specifically for your target audience.
4. Make sure your website is mobile-friendly and loads quickly.
5. Link building is an effective way of creating backlinks.
6. Google Analytics and Search Console can provide invaluable insight into the performance of your website.
7. Stay ahead of the competition by regularly revising and updating your content.
8. Stay abreast of SEO trends, algorithm updates, and changes, adjusting your strategy accordingly.
9. Engage with your audience on social media and promote your content.
10. Consider investing in paid advertising campaigns to complement your SEO efforts.
11. Continuously analyze your website’s performance and make data-driven adjustments to your SEO strategy.
12. Focus on building a strong online reputation through positive reviews and customer feedback.
13. Collaborate with influencers and industry experts to increase your website’s authority.
14. Implement schema markup to enhance your website’s visibility in search results.
15. Conduct regular SEO audits to identify and fix any technical issues on your website.
16. Monitor and manage your website’s backlink profile to ensure it remains healthy.
17. Prioritize local SEO if your business serves a specific geographic area.
18. Develop a content calendar to maintain a consistent publishing schedule.
19. Consider hiring an experienced SEO professional or agency to optimize your website effectively.
20. Stay patient and persistent; SEO results may take time, but the long-term benefits are well worth the effort.

The post SEO: What, Why, How appeared first on Bruce Clay, Inc..

Unfortunately, most people do not know what keywords are actually being used to find what they are offering. Developing a list of keywords takes time and patience. In order to create and develop a comprehensive set of keywords, plan on spending at least 8 hours of work, if not more. It could actually take days to develop your first list, and from there on, it is an ongoing process.

Here are the basic steps to conducting keyword research for either organic search engine optimization (SEO) or pay-per-click (PPC) advertising.

1. 1. Identify your target audience
   2. Brainstorm
   3. Review your log files
   4. Research and analyze the top-ranked sites
   5. Research and analyze your direct competition
   6. Employ Google Adwords keyword tool
   7. Employ other keyword sources
   8. Sort and filter keyword list

FAQ: What tools can I use to gather relevant SEO and PPC keywords?

Step 1: Identify Your Target Audience

The first step is to identify your target audience. Who are they? Are they performing the search at home, in the office, or both? It may be helpful to assign titles and personas for the target audience to help determine and organize what words they use and how they search.

Step 2: Brainstorm

With your target audience defined, proceed with a brainstorming session. Write down as many keywords you think your target audience would employ to find your products and services and enter them into a spreadsheet master list file. Do not edit this list, even if some of the keywords are too broad.

Step 3: Review Your Log Files

Next, review your log files for other keywords. Log files are the files your Web server keeps about each and every visitor to your website. Each time a person (or search engine spider) comes to your site, a file is created about that visitor that contains helpful information. Using a log file analyzer or Web analytics, learn which search engines people came from, what keywords they used to find your site, what time of day and day of the week they visited, what browser they used, and more.

Step 4: Research and Analyze the Top-Ranked Sites

Next, take the keyword list and enter these keywords into Google, and MSN adCenter. Now visit these top-ranked sites and review the Meta tags (Title, Description, and Keywords tags) of these sites. If these top-ranked sites have good keywords that apply to your business, then add them to your list.

Step 5: Research and Analyze Your Direct Competition

Now visit your competitor sites. Once again, review the Meta tags, including Title, Description, and Keyword tags of these sites. If these top-ranked sites have good keywords that apply to your business, then add them to your list.

At this point in the development of a keyword list, most people feel they have a good list – that is until they have used one of the keyword tools. The next step is to use some commercially available tools to identify other keywords and to help validate your current list.

Step 6: Employ Google AdWords Keyword Tool

Google offers a keyword tool as part of its Adwords program. The Google Adwords keyword tool is also available at no charge. Here at Bruce Clay, Inc., we are also Google AdWords qualified. The Google Adwords keyword tool allows you to build extensive, relevant keyword lists through its interface. The tool will provide keyword ideas and traffic estimations for existing and new keywords and allow the addition of keywords directly to your ad groups.

It also allows you to find keywords based on your site’s content. Instead of filling out your own set of keywords, use the “website content” option. Simply enter the URL of your website, and AdWords will extract relevant keywords based on your site.

It will identify negative keywords, too. The keyword tool will depict keywords that don’t apply to your business. You can elect to add the suggested keyword terms to your campaign or ad groups as negative keywords. This will keep your ad from showing on searches for keywords unrelated to your business, which will help keep only interested customers seeing your ads.

As you have done before, add the new keywords to the master keyword list.

Tip: Don’t worry about duplicate keywords or keyword phrases; they will be consolidated later.

To help you get started, we’ve created a walk-through on how to use Google’s AdWords Keyword Tool.

Step 7: Employ Other Keyword Sources

We recommend clients obtain data from other sources that might apply to their industry, association, or special interest group. To make sure we have exhausted our keyword list, some of these are subscription-based; visit the Keyword Discovery tool, Dictionary.com, Thesaurus.com, AcronymFinder.com, or WordTracker.

Step 8: Sort and Filter Keyword List

The final step in building a keyword list for organic search engine optimization or pay-per-click program is to sort and filter the list. You really need to review each keyword by itself and then decide if this is a targeted keyword. At a minimum, you should apply three filters to the keywords:

1. Relevancy
2. Popularity
3. Conversion

The keywords should be relevant to the site, be reasonably popular, and have a high likelihood of or a history of converting well. Once you determine what keywords you want to bid on, the next step is to decide how you want the search engines to match them up to user queries. Do you want your ad served up only if the query is an exact match, or is it OK to have other relevant words in the query string?

If you decide to use broad matching, you might also want to apply a filter to keep out queries for certain words that do not apply to your product or service. Proceed to the next section for more information on keyword matching.

Since we’ve got you, Bruce Clay offers industry-leading PPC and SEM services. Get in touch today!

FAQ: What tools can I use to gather relevant SEO and PPC keywords?

Employing the right tools for gathering relevant keywords is pivotal to crafting compelling Search Engine Optimization (SEO) and Pay-Per-Click (PPC) campaigns.

The Essence of Keyword Research Tools

Keyword research tools guide marketers through the labyrinth of online searches. A prime example is Google Keyword Planner, a stalwart for SEO and PPC campaigns. Harnessing its insights grants access to search volumes, competition levels, and suggestions, facilitating the selection of keywords that strike the perfect balance between relevance and competition.

The Power of Diversification with SEMrush

SEMrush, another indispensable tool, stands as a paragon of diversification. Not only does it provide a panoramic view of organic and paid search keywords, but it also furnishes competitors’ keywords—a wellspring of inspiration. Its prowess lies in unraveling long-tail keywords, instrumental in capturing niche audiences while minimizing fierce competition.

UberSuggest — Where Intuition Meets Data

UberSuggest merges intuition with data-driven insights. Its user-friendly interface belies its potency in generating keyword ideas from a single seed keyword. Beyond keyword suggestions, it unveils a treasure trove of content ideas, backlink data, and traffic estimations, making it a multifaceted companion in your marketing voyage.

Answering the Call with AnswerThePublic

In the quest to decipher user intent, AnswerThePublic shines. Visualizing search queries as a constellation of curiosity offers a glimpse into users’ questions, unraveling a tapestry of intent. This tool is the North Star for content creation, aligning your offerings with what your audience actively seeks.

SpyFu — Espionage for Strategic Advantage

Competitive intelligence reigns supreme in the digital arena, and SpyFu excels in this realm. Uncovering competitors’ most profitable keywords and ad copy history gives you invaluable insights for informed decisions. It’s not just about search; it’s about strategy.

The digital landscape unfurls many keyword research tools, each with unique facets. Google Keyword Planner, SEMrush, UberSuggest, AnswerThePublic, and SpyFu form an ensemble that empowers your SEO and PPC endeavors. As you embark on your journey to keyword mastery, remember that the right tools are the wind beneath your marketing wings.

Step-by-Step Procedure: Gathering Relevant SEO and PPC Keywords

1. Define Campaign Goals: Clearly outline your SEO and PPC campaign objectives to align your keyword research with your desired outcomes.
2. Brainstorm Seed Keywords: Begin with a list of core terms relevant to your business or industry.
3. Utilize Google Keyword Planner: Enter seed keywords to access search volume, competition, and suggestions.
4. Explore SEMrush: Identify organic and paid keywords and analyze competitor keyword strategies.
5. Tap into UberSuggest: Input seed keywords to receive many keyword suggestions, content ideas, and traffic estimations.
6. Discover AnswerThePublic: Visualize user questions related to your keywords to decipher search intent and generate content ideas.
7. Leverage SpyFu: Gain insights into competitors’ profitable keywords and historical ad performance.
8. Prioritize Long-Tail Keywords: Identify and prioritize longer, specific keyword phrases that cater to niche audiences.
9. Analyze Keyword Difficulty: Use tools like Moz’s Keyword Difficulty to assess the competition level for selected keywords.
10. Consider Searcher Intent: Group keywords based on intent—informational, navigational, commercial, or transactional.
11. Build a Keyword List: Create a comprehensive list of selected keywords, categorizing them based on relevance and intent.
12. Utilize Negative Keywords: For PPC campaigns, compile a list of negative keywords to refine your audience targeting.
13. Implement Keywords Organically: Seamlessly integrate keywords into website content, meta tags, and headings for SEO.
14. Craft PPC Ad Copy: Develop compelling ad copy that aligns with keywords and resonates with your target audience.
15. Monitor and Refine: Continuously track keyword performance using analytics tools and make necessary adjustments.
16. Optimize Landing Pages: Ensure landing pages correspond to chosen keywords to enhance user experience and conversions.
17. A/B Testing for PPC: Conduct A/B tests on PPC ads and landing pages to optimize click-through and conversion rates.
18. Stay Abreast of Trends: Regularly update your keyword strategy to adapt to shifting search trends and market dynamics.
19. Localize Keywords: Include geo-specific keywords to capture local search traffic if applicable.
20. Iterate and Improve: Keyword research is an iterative process; consistently refine your strategy for optimal results.

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A good keyword can be defined in many different ways. They can be very targeted or very broad. A general term may yield a higher search rate than other terms, but top search engine ranking for a targeted keyword phrase will generally give your site a higher conversion rate. Depending on what your site would like to achieve, both general and broad keyword phrases may be “good keywords” for a search engine optimization (SEO) project.

• Broad and targeted keywords
• Which keywords should I target for SEO? 
• FAQ: What are the differences between broad and targeted keywords in SEO?

Broad and Targeted Keywords

First, let’s start with targeted keywords. These key terms are often something specific that your site offers. For example, Bruce Clay, Inc. offers Internet marketing services. This includes a variety of subjects, but one of them is a natural search engine optimization service. In this case, the term “search engine optimization” is a targeted keyword that reflects a specific service that we offer. Using targeted keywords like this will help a search engine know that your site is about many different things, some related and some not. But, once a search engine knows this about your site, it may display your site in the result set for that targeted phrase. A user that searches with that targeted phrase is more likely to buy or sign up with your website because you offer exactly what they are looking for. In other words, the user will not have to sift through results to find what they want because the targeted keyword phrase brought them to exactly what they want.

Broad terms describe what your website does, but not to the level of detail that a targeted term does. If we use our example of Bruce Clay, Inc. again, we are a company that does online marketing. Since all of our services are a part of online marketing, we can use this broad word to describe what our website does as a whole. Using these words has the potential of attracting more visitors to your site, but the visitors may not know specifically what they are looking for, which is why they typed in a broad keyword in the first place. Therefore, the user may leave the site because your site didn’t have exactly what the user was looking for.

Which Keywords Should I Target for SEO?

So, what makes a good SEO keyword? The answer is both broad and targeted keywords. Search engines will associate specific keywords with their more general phrases, and using both on your site will help the site become an authority on the subjects that you talk about. If we start with the targeted keyword phrases and become experts on them, then eventually, we will become experts for the general terms, too.

Revisiting our Bruce Clay, Inc. example, we can use targeted terms like “natural search engine optimization,” “SEO services,” “PPC management,” and “website analytics” to help us become experts about those individual topics in search engines. Once we have become experts in all of those topics, then the search engines will say that we have become an expert in the broader topic of “online marketing” and “Internet marketing”. This ultimately defines your website’s theme and establishes your site as an authority.

More keyword help and free SEO tips: How to Choose Keywords for SEO, How to Use Keywords

FAQ: What are the differences between broad and targeted keywords in SEO?

Understanding the nuances between broad and targeted keywords is pivotal for achieving online success. These two categories of keywords are not created equal, and comprehending their differences can significantly impact your website’s search engine rankings and overall visibility.

The Essence of Broad Keywords

Broad keywords, often short-tail, consist of one or two words and are remarkably expansive in scope. These generic and less specific keywords make them highly competitive in SEO. While they may generate substantial traffic, they often comprise users with diverse intentions and interests.

The Power of Targeted Keywords

On the other hand, targeted keywords, or long-tail keywords, are more focused and specific. They usually comprise longer phrases or questions, making them less competitive but more valuable. Targeted keywords attract users with clear intent, increasing the likelihood of conversions and engagement.

Balancing Act

The key to successful SEO lies in balancing broad and targeted keywords. Broad keywords can cast a wide net and draw users to your website, but they may have lower conversion rates. Targeted keywords, while driving niche traffic, often yield higher conversion rates. A combination of both can optimize your SEO strategy.

Competition and Cost

Broad keywords often face increased levels of competition, increasing advertising costs significantly. Businesses on limited budgets may reach their desired target audiences more effectively with targeted keywords.

Keyword Research is King

To make informed decisions, conduct thorough keyword research. Tools like Google Keyword Planner and SEMrush can help identify the most effective keywords for your industry. Analyze search volume, competition, and user intent to determine your SEO strategy’s ideal mix of broad and targeted keywords.

Understanding the differences between broad and targeted keywords is fundamental to crafting a successful SEO strategy. Including keywords in your content can help increase online visibility, attract the right audience, and drive conversions.

Step-by-Step Procedure:

1. Keyword Research: Use tools to conduct extensive keyword research. You can find relevant terms for your site. Google Keyword Planner and SEMrush are two popular SEO tools.
2. Analyze User Intent: Understand the intent behind each keyword to ascertain whether it aligns with your website’s goals, such as increasing traffic, brand awareness, or conversions.
3. Competitor Analysis: Analyze your competitors’ keyword strategies to gain insights into what works in your industry and identify gaps in your strategy.
4. Create a Keyword List: Compile a list of broad and targeted keywords most relevant to your business or website.
5. Content Optimization: Integrate these keywords naturally into your website content, ensuring they enhance the user experience rather than disrupt it.
6. Track Performance: Utilize SEO tracking tools to monitor the performance of your keywords, such as ranking changes, click-through rates, and conversion rates.
7. Adjust and Refine: Based on your performance metrics, refine your keyword strategy by optimizing underperforming keywords and expanding on those that show promise.
8. Balance Keywords: Maintain a balance between broad and targeted keywords in your content to attract a diverse audience while catering to specific user needs.
9. Quality Content: Continuously produce high-quality, informative content that aligns with your chosen keywords to improve your website’s authority and relevance.
10. Stay Updated: Keep abreast of evolving SEO trends and algorithm changes to adapt your strategy as needed.

By following these steps, you can develop a robust SEO strategy that harnesses the power of both broad and targeted keywords to enhance your website’s visibility and achieve your online goals.

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