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Use PPC to Enhance Your SEO

Last updated 6 years ago

Sure, pay per click advertising (PPC) and search engine optimization (SEO) offer different means to the same end (to get your website to rank high on the search engine results page), but you can use insight from pay per click advertising to enhance your SEO campaign.  How so?  See below for five tips to boost your SEO campaign with some pay per click advertising guidelines.

1) Try Exclamation Points - On the pay per click advertising side, including an exclamation point in your ads can raise your click through rate (essentially meaning your ad receives more clicks).  Why not add an exclamation point to your SEO titles?  It might just get more potential customers interested in what you have to say.  Here's an example: 1) "Call us today!" or "Call us today."  Which title makes you want to keep on reading?

2) Present the Facts - Using symbols (think numbers) has been known to increase CTR in pay per click advertising, hence, you should use symbols on your webpages, too.  It's like when you include numbers on your resume; when the recruiter sees your past accomplishments in terms of numbers, it builds your credibility and gets you noticed.  Same thing goes for your website as well.

3) Incorporate Dynamic Keyword Insertion - A typical practice used in pay per click advertising is dynamic keyword insertion, which occurs when someone sees their search term (keyword) in an actual ad title.  Keep this in mind with your webpages on your site.  Think about which keywords your prospective client would search by.  Do your research and if you determine there's a lot of search activity for a particular keyword, create a webpage in which the content integrates that specific keyword.

4) Test, Test, and Test Again - Within pay per click advertising, you have to test multiple ads to see which ad delivers the best ROI.  The same principle applies to your SEO campaign.  Test various pages of your website to see which webpage is bringing in the most traffic.  Use Google Analytics to see in real-time whether your content is appealing to your target audience.

5) Get to the Point - This is one of my favorite tips from Elisa Gabbert, Content Development Manager at WordStream.  In business writing, whether it is a formal letter or your website, you need to be concise in your writing.  Elisa says, "more words don’t make you sound smarter; they make you waste people’s time."  If you can say it more succinctly, then go for it, because it will only help your business in the end.

Which guideline above will you start implementing today and why?  Share your thoughts in a comment!

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

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