How is WordStream different from other search marketing solutions, and why do you need it?
The WordStream keyword management solution is designed to serve the unique needs of search marketers with tools and features that enable them to effectively and efficiently implement the best practices we believe are critical to both paid and organic search success. No other PPC or SEO software available today offers the range of functionality and benefits we provide in one powerful, integrated platform.
The following 10 best practices can vastly improve the relevance of your search engine optimization and pay-per-click campaigns, increase the productivity of your search marketing team, and maximize the value of your search efforts by decreasing costs while driving better results. Learn how WordStream's solutions can help you achieve these goals.
1. Treat Your Keywords as a Valuable, Proprietary Asset
An understanding of the actual search queries that people use to find the products or services your business offers, and the way you organize that keyword data, represent a crucial piece of competitive intelligence. An up-to-date and well-researched keyword taxonomy is the foundation of any successful SEO or PPC effort.
WordStream goes beyond keyword research to enable comprehensive keyword management, so you can leverage your proprietary keyword taxonomy as a true marketing asset.
2. Practice Personalized, Data-Driven Keyword Research
Most keyword suggestion tools have limited value. You have no way of knowing if the keywords are truly relevant to your business, and the traffic statistics are unreliable estimates. Third-party tools also don't offer much in the way of long-tail keywords, so your list can get stuck.
You're much better off aggregating keywords from private, personalized sources: your own Web server log files and Web analytics. WordStream mines these sources to supply you with a much more relevant, accurate, and complete view of the keywords that real people use to find your website.
3. Group and Organize Your Keywords
Keyword grouping is the single most important—and most overlooked—step for successful search marketing. In PPC, this means constructing well-organized, targeted campaigns and ad groups with specific, relevant landing pages. For SEO, it means effectively targeting keywords with quality on-site content while creating search-friendly (and user-friendly) navigation.
WordStream's keyword grouping tools let you quickly and easily segment thousands of keywords into a well-structured hierarchy of manageable groups. When keywords are tightly grouped by relevance, you can easily translate them into high-performing ad groups and optimized Web content. WordStream offers suggestions for segmentations based on your keyword analytics, so you can create the groups that will drive the most traffic and value first, then automatically sorts those keywords—reducing a task that might take hours in an Excel spreadsheet to a matter of seconds.
4. Make SEO and PPC Continuous Activities
Part of the power of search as a marketing vehicle is that there's so much you can measure and react to. You're squandering opportunities if you don't look at search marketing as an ongoing, iterative process. Keep everything the same and your results will plateau.
WordStream is designed to encourage continuous action on the SEO and PPC fronts. On a daily basis, WordStream tracks new visitors that arrive at your site through search and automatically imports those keywords to your database, sorting them into your existing groups. With a constant stream of new, highly relevant keyword suggestions, your search marketing efforts can grow and expand. And it's a simple part of your daily routine, so you won't have to find time to update your keyword research.
5. Connect Research and Analytics with Action
Keyword expansion is great, but it's not enough to simply add more keywords. You need to analyze keyword data and then take action on it. Conversely, your search actions should be data-driven, not random experiments.
WordStream changes the analytics game by making your data actionable. Our "actalytics" approach eliminates the hang-ups and bottlenecks common in search workflow by integrating your analytics dashboard with your SEO/PPC workbench. This means you can translate information and insights into tangible results at the click of a button—create keyword groups and ad groups, write text ads, manage your pay-per-click campaigns and more, all in one dynamic platform.
In addition, the WordStream SEO for Firefox plug-in connects your saved keyword research with your content management system or blog platform, so you can author targeted content based on your best keyword opportunities. You can conduct new keyword research on the fly to find topic ideas or have your keyword groups and associated analytic data at your fingertips as you write, ensuring that your Web content, including blog posts and landing pages, is optimized for search engines and for your best customer prospects.
6. Discover and Manage Negative Keywords
You've seen how WordStream helps you find all the keywords you should be bidding on and optimizing for, but our solutions also help unearth the keywords you don't want in your search campaigns. Irrelevant keywords can drag down your click-through rates and Quality Scores, which drives up your overall advertising costs and weakens ROI.
WordStream's negative keyword tool provides an effective way to identify these junk keywords and weed them out of your keyword and ad groups, so you can reduce wasteful PPC spending and keep your keyword research focused and relevant to your business.
7. Make Strategic Use of Automation
You shouldn't try to automate every PPC or SEO process, and you probably wouldn't want to. Your company needs intelligent operatives behind the search marketing wheel. But certain requisite tasks can become tiresomely repetitive and time-consuming, and if your team short-changes those tasks to avoid the tedium, there's cause to adopt some controlled automation.
WordStream removes the headache from the most annoying manual tasks related to search. When continuous keyword research and negative keyword discovery, keyword grouping and organization, analytics, and ad group and text ad creation take less time and effort, your search marketing team has more hours and brainpower to devote to high-level strategic work.
8. Let PPC Inform SEO and Vice Versa
You can gain valuable insights by analyzing SEO and PPC data side-by-side and in aggregate. WordStream is designed on the principle that these two areas of search marketing are complementary and mutually beneficial. By better executing PPC, you can better execute SEO, and vice versa.
WordStream closes the gap between SEO and PPC by bringing all your search marketing tools under one roof. Use PPC campaigns to get fast answers on which keywords perform well with your audience, then optimize your site copy with those same terms. Make double use of our ad text tools, which generate algorithmically relevant ad text, by using those same keywords for on-page SEO factors like titles, URLs and meta tags. Let your keyword taxonomy inform both your PPC ad groups and your website structure—a logical, branching taxonomy that gets more specific at each level contributes to both high-performing PPC campaigns and search-friendly site design.
9. Enable Collaborative Search Marketing Efforts
Coordinating PPC and SEO efforts is natural when your search marketing tools are collaborative. And with so many elements to keep track of in search, it's a great idea to get multiple heads working on each project.
Unlike spreadsheets and disparate Web tools, WordStream provides a single shared workspace for every member of your team, from copywriters to marketers to developers. From the paid side to the organic side, everyone is on the same page, with shared knowledge of best practices and specific objectives and targets. WordStream also tracks account changes and actions, so tasks aren't duplicated and workflow is streamlined.
10. Prioritize Search Marketing Tasks to Maximize Time Investment
The number of things you could do to fully optimize your site and campaigns is limitless. Your time and resources are decidedly not. So it's critical to determine which actions will provide the most immediate and sizable return first.
WordStream helps you prioritize workflow by sorting PPC and SEO tasks in order of importance—according to goals you specify—so you'll always know where your time and energy are best spent. Effective workflow ensures steady results and incremental improvement, so your traffic and profits climb over time.
Sign Up for a Free Trial of the WordStream Solution
Only WordStream facilitates each and every one of these practices so you can manage expansive PPC and SEO campaigns with ease. Try WordStream free today and see how simple it is to accomplish more valuable, productive and relevant search marketing.