Running an SEO campaign is a significant investment of time and resources. There are many factors in the field that you need to get right. It’s a lot of work, and until your content is on the first page of search results, you can never be 100% sure it’s worth the investment.
This guide explains how to test pages with Google Ads before launching an expensive long-term SEO campaign. Read on to learn more about Google Ads and how to use the platform to power your next SEO campaign.
Test potential SEO ROI
When you run an SEO campaign, you have a goal in mind. Typically, the goal of placing a piece of content or a page in search results is one of the following:
1) Customer Acquisition: Selling products or services directly to visitors.
2) Lead Generation: Generate leads on your own marketing channels. For example, grow your email list.
3) Brand Awareness: Let potential customers know about your product/service.
Most companies run SEO campaigns on the assumption that ranking for a particular keyword will help them achieve one of these goals. Running a Google Ads campaign is a relatively inexpensive way to gather data to test the first two goals.
PPC campaigns allow you to test how your website converts visitors into sales. You can also easily view conversion rates from your email list.
The data you collect from your PPC campaigns doesn’t perfectly reflect what you see when you rank on the first page of Google. Conversion rates can vary, and you won’t get the same number of clicks. However, there are many valuable insights you can glean that can help you decide whether a keyword-targeted campaign is worthwhile.
Gain on-page engagement insights
Google aims to provide a great user experience for the people who use its services. The more people who use their service, the more money they make from paid advertising.
Google has mastered the art of delivering a great user experience. How people interact with your content is a key factor in how your content ranks in search results. You can use Google Ads to gain insights into bounce rate, time on page, and other user experience signals that impact SEO.
You can use the data collected through tools like Google Analytics to optimize your content before focusing on the deeper layers of your SEO activities, such as: B. Link building/link earning aspects. If you can optimize how people interact with your content, you’ll be sending Google all the right UX signals when your page appears in search results.
Optimize your site’s CTR metadata
The first thing people see when they search for something on Google is a list of results. Your page title and meta description are the hooks that encourage people to click on your results instead of your competitors’ results.
You can use paid advertising on Google to test your page title and meta description to some extent.
When creating page titles and meta descriptions, consider the following:
• ask questions.
• Use capital letters (by capitalization) to make parts Stand out in your headline.
• Focus on revenue.
By analyzing your campaign results, you can understand the impact of small changes to your Google Ads headline or description on your clickthrough rate (CTR). You can then choose the best performing combination and use it organically.
Create a similar audience for SEO
Running an SEO campaign involves more than just creating great content. You also want people to find and share that content organically. A logical approach is to promote your content to people who like your content.
One way is to create lookalike or lookalike audiences.
As part of your SEO campaign, you can promote the right content to people who have already shown great interest in your content or who are similar to you. This is a simple strategy for increasing the reach of your content.
If you want your content to rank in search results, you need to consider how Google’s algorithm works. The exact SEO techniques you use may vary by market. A key factor in determining your search ranking is user experience.
In this guide, I show you how paid advertising can generate valuable data that you can use in your SEO campaigns. For example, you can use paid advertising to test SEO ROI before launching a campaign, gather data on how users interact with your content, optimize your page titles and meta descriptions for clicks, and build a lookalike audience.
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