The key lies in Google Ads.
Surprised? Don’t be.
Unlike Google Analytics, where you don’t see keywords at all, or Google Webmaster Tools, where there are attribution issues, or Google’s Keyword Planner Tool, where the numbers don’t add up, Google Ads operates in an audited environment. Money is involved, and as a result, much of the ambiguity found in other tools is replaced by transparent information.
So how can you use Google Ads to select the keywords and key phrases to target for your organic search engine optimization campaign? It all starts with Google’s local search. As mentioned earlier, Google’s local search is highly beneficial for small businesses because it allows them to compete with nearby businesses rather than the entire world. For example, businesses compete with pizza delivery places within a 5-10 mile radius of the searcher.
The methodology of using Google Ads begins with localities. Choose a city or neighborhood. For instance, if your business is in Indianapolis, your localities might include Carmel, Fishers, Indianapolis, Lawrence, Zionsville, etc. Next, create a list of core keywords and phrases that you’ve always wanted to rank for. Use Google’s Keyword Planner tool to find all the keywords that Google suggests. Download these keywords into Excel and combine them with the localities. For example, you may have “Indianapolis web design” and “web design Indianapolis.” It’s important to include localities both before and after the keywords.
Once you have a comprehensive list of keyword phrases, you need to get them into Google Ads. Why? Because Google Ads will show you if people are searching for these keyword phrases. Many keyword phrases not mentioned in Google’s Keyword Planner Tool will show search impression traffic when run through Google Ads. This means you can target keyword phrases that your competitors overlooked.
To get a large number of keyword phrases into Google Ads, use the Desktop AdWords Editor to bulk upload your entire spreadsheet of keywords.
Spend $100 on Google Ads and run the keyword phrases for a week. You’ll discover keyword phrases that have impressions with minimal competition. Now you can use your standard search engine optimization process to great effect and see tangible improvements.
Not ready to yet take this plunge on your own? We may be able to help. Our standard fee for search engine optimization is a minimum of 6 months at $1800 per month. If you have any questions or would like to learn more about our search engine optimization services, we are here to assist you. Please use the contact form below.