The Difference In Keyword Research For SEO vs. PPC - Jacky Yuan | Digital Marketing Consultant
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The Difference In Keyword Research For SEO vs. PPC

Different Goals:

  • SEO campaign: Your goal should be to deeply understand the keyword landscape of the subject of the campaign. The keyword landscape is the list of keywords that most people use when searching for information on this topic.
  • PPC campaign: You need to research keywords that you can bid on. These campaigns need keywords that maximize the benefit to cost per click investment.

Narrower Context in PPC: PPC keywords usually will be used in campaigns and ad groups, in your ad copy, and on your landing page. In order to get a high Quality Score, you should make a very tight correlation between them.

Broader Context in SEO: SEO keywords will be used as the foundation of everything that you do. Ideally, you’ll correlate your existing content on your website with the keywords you selected. Each page on the websites should have 1-2 focus keyword or key phrase, with meta tags, title, and content to build around the focused keywords.

keyword research in PPC:  keyword research for paid search accounts should be focusing on transactional keywords, rather than informational keywords. Because you pay every clicks for the traffic to your site, it makes sense to focus on keywords that are more likely to let searchers to make conversions. This will keep your ROI up and help you track the impact of your paid search campaign.

keyword research in SEO:  An SEO campaign may target both transactional and informational keywords. Often, it is easier to rank for informational keywords as they tend to be more long-tail. Even though long-tail keywords get a few dozen searches each month, you could target enough of different groups of long–tail keywords on various landing pages throughout site which helps dominate the SERPs for a whole host of these keywords.

The Margin Error for SEO & PPC Keywords:

In SEO, your margin for error is very large. Because you don’t need to pay for the traffic. If you found a keyword doesn’t work, you’ll adjust it and try again.

Conversely, the margin for error in PPC is small. Because PPC is a monetary competition with other sites, you pay every mistake you made. Therefore, it is important to keep an eye on your PPC keywords, pausing keywords that aren’t working, adding negatives, expanding to new opportunities.