Tuesday: Organic Apples and Oranges
Today, you’re going to look for stand-out successes and unexpected disappointments
among your PPC keywords so you can use that knowledge to adjust future organic SEO
efforts. Why use PPC data to inform organic SEO? Because PPC provides data in a much
more tangible form, quickly, and with less investment of labor than organic SEO.
With a quick scan of your PPC keywords reports, you can gain broad-brush
insights like these:
• Your original keyword research led you to believe that a term is popular with
searchers…but is it really? The number of PPC impressions it gets can help you
confirm your suspicions.
• A keyphrase seemed targeted when you first assessed it…but is it? The number of
click-throughs/conversions a term receives can give you a clearer understanding.
• A keyterm didn’t make the cut for your organic top-priority list…but maybe it
should have. If a term is a standout PPC success, you may have underestimated
its organic potential.
Even with reams of PPC data in your hands, you may not arrive at any one find-
ing or number that will make you say, “Eureka! I should change my organic approach
way!” (But you can still just say, “Eureka!” for fun if you want. It’s good for
morale.) Factors such as low rank, less-than-stellar ad copy, or landing page problems
can throw off any of the preceding “broad-brush” judgments.
Today, you’ll use your PPC campaign data to judge the keyword choices you
made at the outset of your Prep Month, looking for over- and underperformers that
may need to be reprioritized. Here’s what we look for:
• Keywords clusters
• Standouts and disappointments
• Next steps for your organic campaign
Your PPC keyword assessment starts with reviewing the performance of clusters of
related keywords. You can define a cluster as a group of stemmed keywords (“hang-
over cure,” “natural hangover cures,” “curing hangovers”) or a group of conceptually
related keywords (e.g., a “preventing hangovers” cluster vs. a “curing hangovers” clus-
ter). This can give you an idea of the context in which your target audience is most
interested in seeing those keywords.
Download the PPC Cluster Worksheet from
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