SEO Management - Find Out Where to Start (and Where to Go Next)
SEO management and the implementation of organic search engine optimization is extremely difficult due to the sheer volume of tasks involved - from keyword research and management, to building your website's structure, prioritizing content, and measuring results.
Being able to streamline and in some cases automate those tasks can provide you with specific, inexpensive traffic sources that will bring you excellent results.
- Direct Your Organic SEO Efforts - WordStream offers PPC workflow tools that can be leveraged to provide you with SEO insights. These tools clearly (and statistically) point you to the areas that will have the greatest impact per energy expended.
- Automate Away Some of Those Efforts - Automation is a powerful force when used strategically to help you (not replace you). Allowing software to actually carry out grunt work for you can have a dramatic impact on your bottom line.
WordStream's keyword management SEO software offers automation with SEO keyword tools that help you to push some of the more labor-intensive tasks involved with SEO keyword research off of your plate (while integrating these tools with workflow suggestions that assure you that said automation isn't wasted or misappropriated).
- Give You Real, Tested Information - Many existing search tools often provide you with very rough estimates based on dubious metrics that predict "total search volume" and may not be wholly applicable to you and your business. While this is better than nothing, wouldn't it be ideal to base your SEO efforts on actual site data - the keywords visitors are typing to find your site, the interactions your customers are having with your webpage, the real data that strictly applies to you? This page will show you how to utilize your own PPC data to optimize your SEO.
Where SEO Project Management Starts
Before you start managing things and allocating your valuable (and limited) resources, you need to know which way is up.
WordStream can point you in the right direction.
All right, so how does it work?
Well, first you take advantage of our search engine marketing tool set to create and launch a PPC campaign. Working with your PPC data can help you strengthen and channel your SEO efforts because it will show you which terms are getting searched on, and which of your pages are generating the best results. This in turn helps you to decide how to prioritize your content and your site's structure, and you can move forward to narrowly focus your content on terms you may not have even thought of otherwise.
If we were tasked with driving traffic to a site offering screenwriting software, our WordStream-managed ad campaign would immediately have a keyword list generated by the software's Web analytics and keyword suggestion tools.
WordStream would then offer segmentation suggestions. These might look something like this:
What's happening here is that WordStream has already mined your site's logs to deliver to you a list of the words people are using to reach your site via search.
Next, the software is segmenting those keywords into semantically related groupings. This is invaluable because the data has a pair of inherent characteristics:
- Relevance - These words are the result of your site's content and/or PPC campaigns you've already run.
- Market-Tested Information - You can view actual traffic metrics and have access to conversion and ROI tracking specific to your site; you know for a fact whether or not these terms convert for you.
You can then follow these relevance scores and PPC suggestions to create an entire pay-per-click campaign complete with:
Then, you can let the data you instantly collect from the PPC advertisements you're running inform your site's SEO.
SEM Management: Don't Squander Your SEO Efforts
Once you've run a PPC campaign, you have access to your own:
- Traffic Stats
- Conversion Stats
- Keyword Lists
By utilizing phrase or broad match, you can discover new keywords for SEO and observe how they drive traffic, and how that traffic responds to your offering. As you can see, all of the aspects of your campaign management impact the others. Using a central interface like WordStream keeps everything within reach, organized by traffic source so you can see instantly how your SEO is impacting your PPC and vice versa. Discovering and managing new keywords is one of WordStream's biggest strengths.
For instance, the end result of all that keyword grouping, ad text authoring, and overall account creation on our screenwriting software site might wind up by looking something like this:
You can then apply these segmentations to your SEO management by:
- Utilizing the groupings to create search friendly information architecture.
- Tracking the instant results offered by PPC to determine whether a keyword or group of keywords will actually drive traffic and leads/sales/etc.
- Adding relevant meta tags (meta keywords, meta descriptions, etc.) to help your website appear in organic listings.
Manage Your SEO Better With Our PPC Tools
Find out for yourself how effective PPC information can be in crafting or honing an SEO campaign: