How to adjust the semantic core by analyzing paid traffic
Differences of a semantic core for contextual advertising (PPC) and SEO
Contextual advertising is a highly monitored channel for attracting traffic, allowing you to flexibly customize your target audience, regions and time to display ads. Thanks to this, you can get additional data for analyzing the semantic core using advertising campaign reports.
Differences in keywords used on the website, and the semantics of contextual advertising:
Therefore, adding slang words is possible if the target audience is young people, and the use of narrow-specialized terminology is focused at ads for specialists in a certain field, etc.
Using the "Keywords" report in Google Adwords to extend the semantic core
Having analyzed these phrases, you can not only find keywords for contextual advertising but also expand the semantic core of the project by adding these keys to the website pages.
You can download this report in one of the suggested formats for a more convenient selection of suitable phrases:
Analysis of competitors' ads in Serpstat
The keywords report can also be exported for further work on the expansion of the semantic core.
Clicking on any of the keywords will display websites that occupy the first ten positions in the SERP, as well as additional keyword statistics:
How SEO and PPC influence each other
- PPC research will help to determine which keywords lead to the maximum number of conversions; this will allow you to concentrate efforts on SEO-optimization of the website pages that bring the maximum profit;
- contextual advertising attracts a clearly defined target audience. Thanks to the fact that users get on the website relevant to their query, it forms good behavioral factors. Such visits will have low bounce rates, a large depth of views, a long presence on the website.
All these factors are messages for search engines, indicating the high quality of the website, so the presence of large advertising targeted traffic can positively affect the site ranking in organic search;
- contextual advertising together with SEO leads to good results even if the project occupies high positions in the organic search. Due to the fact that the site is displayed in two positions at the same time, the chance that the user is likely to click on one of these links is growing.
Also, this is important for highly competitive queries, in the example below the website is the TOP-1 in organic search, but without the PPC campaign it would only be in sixth place due to contextual advertising of competitors:
- very often they use queries with the names of competitors' brands in advertising campaigns, that's why the company's official website shifts in the search results:
The use of both SEO and PPC research in the promotion strategy and the increasing conversion will help to get complete statistical information for analysis, improve behavioral indicators on the website and provide an opportunity to effectively deal with competitors.
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