AdWords for SEO? WHAT? Or How AdWords Quality Score Metric Affects Search Engine Rankings


This, for the most part, is true. Spending more money on PPC won't do anything to improve the search engine ranking position of the keywords you are bidding on. However, spending money on PPC and achieving good quality scores can, in fact, help you with your SEO strategy.
How it works?
How it works?
We have a number of clients for whom we perform both SEO and PPC management. We wanted to go beyond just using PPC to identify keywords to target for SEO. Everyone uses good performing PPC keywords as their SEO focus. It's logical, these keywords make money and produce good ROI when paying for them, so they can produce an even higher ROI if you rank organically and don't pay for them.
We started investigating the correlation between Quality Score and the ease of raising a web page's search engine ranking position. When Google is giving you a good quality score, what they are also doing is saying "hey, this page is a really good fit for keyword x, and on top of that, the wording you used in your ad seems to be relevant and get higher than usual CTR's." What we found was this, when a page has a PPC quality score above an 8, it was considerably easier to rank that page organically in a shorter time frame.

At the screenshot below there's a client's AdWords account. As you see, we have very good QS for +restaurant +epos +software and closely related terms.

After implementing a backlinking strategy in the form of guest posts, infographics and outreaching integration partners utilizing the anchor text as the keyword but also in other varied forms closely linked to the keyword, we were able to increase the rankings of the keyword in a remarkably shorter time span. Below is a 90-day screenshot showing rising and steadying rank as well as rising impressions and clicks.

So, what does this tell us?
So, what does this tell us?

However, PPC managers have to go one step further and try to ensure their ad copy is engaging enough to "win a click" vs. their competitor's ad. Applying this same philosophy to organic listings in meta descriptions not only delivers more traffic but also helps you to increase your search engine ranking position, as Google recently confirmed that SERP CTR is an algorithm factor.
Thus if you're in position 9 and get better CTR's than 7 & 8, Google will take note and assume that your website page is a better fit for that keyword query as more people are clicking on your link vs. links higher up the page.
How can I implement this?
How can I implement this?
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