Part 3 includes two more synergy ideas, together with a downloadable checklist that you can start using internally. Before reading the post below, I recommend you check part one here and part two here.
The two synergy ideas covered in this post will be focused on the following subjects:
- PPC ad copy testing for SEO: we recommend taking learnings from your PPC ad copies and start testing your SEO metadata and on-page copy.
- A direct link between Quality Score and both PPC & SEO channels: we cover an experiment we conducted where we try to validate our hypothesis that QS has a direct impact on PPC but also SEO.
Also, please find here:
- A checklist where we report all our synergy ideas: access it and start using it for your benefit by completing the form below.
PPC ad copy testing for SEO
Remember when I was talking about using PPC to test keywords for SEO? Here we go again! This is where it gets interesting: because Google Ads provides a platform where we can easily test different ad copy (dear SEOs, I feel your pain as we can’t do this so easily for our organic listings), it makes sense to use it with SEO in mind as well.
The obvious destination for our tests is SEO metadata (title tags, meta descriptions, headings), but also on-page copy. Has certain ad worked well for a particular keyword? Great, let me think about using it for SEO purposes.
Explore new page titles with CTR in mind
I strongly recommend exploring new page titles for instances when you want to optimise title tags with CTR in mind, especially for head terms where the SERPs display sites with the same/very similar title tags.
Trust me, this happens a lot (see the example below). Normally speaking, standard title tags often rely on individual high volume keywords, which make it hard to experiment with them as much as we would like to. Besides, character restrictions won’t allow us to make too many changes to our tags, which makes all SEOs quite lazy and prudent when it comes to optimising metadata.
At Distilled, we believe that testing is the way forward, rather than just assuming something will (or won’t) work. Thanks to our ODN platform, we have carried out several tests on page titles and collected several case studies.
Example: top 5 results for the query “Christmas gifts”
As a consumer, what would you do if all page titles look the same? Wouldn’t you want to see a website standing out with a catchier and cooler title rather than the examples above?
Test new meta descriptions
Another instance when I use data from PPC ads is when I need to (re)write meta descriptions, for two main reasons: