How to use your AdWords data and boost your SEO strategy

 How to use your AdWords data and boost your SEO strategy

There is no doubt that AdWords and SEO are two sides of the same coin and that the best practices in the industry recommend making use of AdWords data to enhance the SEO strategy.

If you want to know what you should take into account, we will tell you in detail below:

Invest in AdWords first

The speed with which you can get results, the control you have over the tool and the possibility of validating if the traffic from search engines is profitable and brings customers to make the first recommendation to invest in AdWords to collect data. Once it is validated and there is data, it is time to start thinking about SEO to start diversifying traffic sources.

Link Google Analytics, Google Search Console and Google AdWords

The next step is to configure and link all the accounts to be able to synchronize them and thus have greater analysis capacity:

keyword research

Without a doubt, the most valuable use of AdWords data for SEO is in relation to keyword research. Any account with history will tell us which are the search terms with the highest volume of impressions (searches) and, therefore, the greatest opportunities to achieve position.

Select the entire period and download the data from the search terms report in Excel to be able to start working with the dictionary of keywords.

Get traffic for searches for which you would not pay a click

One of the virtues of any manager of an AdWords account is to interpret the intent of each search to add negative keywords or pause keywords that do not have high conversion potential and are users with commercial intent. If the optimization is well done, there will be no keywords with information intentionality in the report that we have downloaded in the previous step. Now it's time to go to the keyword planner and look for those opportunities to generate content. Once we have identified the keywords, it is time to start planning the content marketing strategy.

Know the competitors

A good practice is to analyze who are the main competitors in AdWords to have them very present in SEO to monitor the evolution in the rankings. To do this we must download the data in the AdWords auction data report.

Improve CTR

Once you have achieved good positions in the organic results, it is the right time to start thinking about how to maximize the number of clicks you receive. For this, it is best to go to the AdWords data and see which ads have the best CTR and incorporate the wording into the organic results.

Use remarketing to re-impact

When your SEO and content marketing strategy begins to bear fruit, you will see how organic traffic increases progressively. Many of those users will visit the website, but will not convert. However, this will be a great opportunity to make use of remarketing and re-impact users who are interested in what we do to bring them back to our website and, hopefully, achieve conversion.

Reduce dependency on AdWords

Many advertisers start in the world of digital marketing by investing in AdWords and, after a while, it consolidates as a very important source of customer acquisition or even as the most important. It is in these cases that the company begins to depend on AdWords to maintain its sales and, like any dependency, carries its dangers (entrance of new competitors, increase in CPC, etc). Therefore, it is important to start working on the SEO strategy based on the good results of AdWords to diversify traffic sources.