Keyword Organization — classifying keywords according to common attributes, along with keyword discovery and keyword research is the key to successful PPC and SEO efforts. In PPC, keyword discovery and research is obviously important, since clicks on searches of the keywords you pick are essentially what you're paying for. And having a structured approach to keyword management and organization is equally important for effective organic search optimization as well, since the key to appearing in the SERPS for a particular keyword requires breaking out your keyword list into smaller keyword groupings, and then authoring themed content around more specific topics.
Let's first take a look at paid search. To achieve high ROI, you'll need to match up the keywords in your keyword lists with relevant, compelling and original ad text and landing pages, which will result in:
- Higher Quality Score: Keywords with higher Quality Scores benefit from higher ad position, lower CPC's, and more impression share.
- Better Conversion Rates: By selecting specific keywords and using relevant ad text and landing pages, your customers are better qualified and more likely to find what they were looking for.
Since it's not possible to write differentiating text ads and landing pages for every keyword on your list, you'll need to triage. A good strategy is to group and organize your keywords (i.e. segment your keyword list) into close-knit keyword groupings, and author highly targeted ad text and landing pages for each group. When organizing and grouping keywords, try to put yourself in the shoes of the user conducting the search — analyze the search phrases for the presence of specific, discriminating words which might give clues as to what they were actually looking for. For example:
- Informational Orientation: Someone who types “SQL database” is likely looking to learn more about the topic.
- Product Orientation: A searcher looking for “SQL database software” or entering “buy SQL database software” or “best SQL database software” into a search engine reveals something different about his or herself.
We can now craft very different ad text and landing page content for these fundamentally different query types, and bid different amounts for different segmentations.
This process is hard work, but if executed properly can provide great returns since better Quality Scores positively affects essentially everything in your PPC account. The most important thing to remember is to prioritize your work based on the keyword verticals that drive the most traffic and business to your site.
The good news is you can actually apply a lot of the work you do in creating your pay-per-click campaign structure to your SEO efforts. Having grouped and organized keyword data into campaigns and ad groups, you can then leverage those same keyword organization structures to inform:
- Topic Selection: What topics should I be targeting in my blogging or other Web content creation efforts?
- Website Information Architecture: How should I organize the content of my website, and what words should I use as anchor text when linking to different pages?
- SEO Workflow Prioritization: What should I be writing about next?
The results from successful PPC and SEO data sharing and keyword organization can be staggering – keywords are the foundation of paid and organic search campaigns, and developing an intelligent keyword management infrastructure will drastically impact search-driven revenue!