I provide my clients with top notch SEO Consulting. I focus on organic search, but I have found PPC to be a very effective tool for SEO and business in general. PPC can provide an accurate game plan for SEO.

In An SEO Consultant’s View On Keyword Research I discussed different methods of keyword research that I undertake. Always focusing on value, not just traffic. All though traffic is needed to produce value, traffic is not synonymous with value.

One of the best ways to determine the value of a specific keyword is to analyze what traffic the site has. If there is an analytics account with some goals set up your job just got much easier.

SEO consultant

Determining SEO and Business Value

What is your SEO or SEM worth? Does it actually yield value for yours or your client’s business. Do you know? I do. I always know. It is the first thing I tell my clients when I meet with them. It goes something like this.

“Hello, good to see you, I don’t know about you, but I am really excited about the increase of XX% in sales your site experienced for April. Blew March out of the water”.

This usually sets the tone for the meeting, because most business owners may have a general idea of how well things are going, but rarely get specific numbers and are usually impressed. I got off track there…let’s continue.

When a CEO hires me as an SEO Consultant for a site that is already launched, I immediately request access to their analytics and PPC accounts. I want to see what’s working and what’s not. If they do not have the proper goal and tunnel configurations set up, I set these up first.

Why? Because a good, solid fact is always better than a good, solid educated guess. After all, isn’t guessing what we do most of the time as SEO Consultants? We look at the market, use keyword tracker and determine what our keyword focuses are. This is an important step in SEO Consulting. But, if you want really solid facts, turn to PPC.

Running PPC to determine SEO keyword focuses

If my client already utilizes PPC, I simply log in, ask for permission to make some changes and start my research that way. If not, I start a PPC campaign with my own keyword focuses.

I use the PPC campaign to decide which keywords produce the most value in terms of:

  • Traffic
  • Bounce Rate
  • Pages Views
  • Conversions

Traffic

Although traffic should not be the number one goal of SEO, it should still be achieved. I look through my account and see which keywords are getting the most impressions and click-throughs. Google gives you some general data as to search volume, but using your own impressions and click-through rates is a much more effective way to determine average search volume and estimate top ten organic traffic.

Bounce Rate

Which keywords have the highest bounce rate? These keywords are usually ambiguous. It is not always easy, especially in pop culture, to determine the actual meaning of a phrase. Check out the search results for Private Investigations. Unless you are a fan, it may not be what you would have expected.

I use this data to steer clear of keywords that have high bounce rates. Not only does this help with conversions, it signals to the search engine that your site is a relevant site.

Page Views

I like to determine which keywords produce the most page views. I can see what people are researching and what questions they are asking with this metric. I will usually use this data to draw visitors and links to a site’s blog. I always compare this metric with the following conversion metric to determine if visitors are shopping or researching.

Conversion Rate

All of the above information is very useful in running a successful SEO campaign, but this is by far the most important measurement. What keywords have the highest conversion rates? By targeting keywords that have the highest conversion rates I can create real value for a website.

Instead of waiting to find out what my organic campaign is going to produce in three to six months, I find out what is going to work from PPC before I ever implement my organic strategy.

Jason CapshawSEOeffective tool for SEO,methods of keyword research,organic search,SEO consultant,SEO consulting
I provide my clients with top notch SEO Consulting. I focus on organic search, but I have found PPC to be a very effective tool for SEO and business in general. PPC can provide an accurate game plan for SEO. In An SEO Consultant’s View On Keyword Research I discussed...