3 Great Ways Of Testing Your SEO With PPC
SEO is an excellent method of improving your website’s visibility online and ultimately generating traffic. However, organic traffic has some drawbacks:
- You can’t easily test landing pages, headlines, and templates
- You can’t get rapid feedback
- You don’t get traffic on certain keywords until you rank for the terms
This is where PPC campaigns can help out your SEO by allowing you to conduct testing which heralds instant feedback.
Please see below my top 3 ways a PPC account can help you gather the data you need to make the right SEO decisions.
Testing Home Pages
If you’re thinking about changing your homepage or making some adjustments to the existing one with the aim of increasing your site’s performance, one of the first things you’d want to do after designing the new page would be to test it to check it is actually an improvement on the old one.
Unfortunately, you can’t simply upload a few homepages and tell the search engines to rotate which one the traffic goes too. You also don’t want all of these homepages indexed as that can cause issues with your existing rankings.
Never fear as there is a solution; simply put your new homepage designs in their own folder and use robot.txt file on them to disallow any crawling by the search engines to prevent these pages being indexed and affecting your existing SEO rankings.
Then send your desired traffic to these pages via PPC and monitor the results via analytics or alike.
Testing Title Tags
Webpage title tags serve two major purposes:
- Tell a search engine what your page is about
- Serve as a headline on the search engine result pages
What your headline says when displayed on the SERPs is the difference between your page gaining the click or not.
The main goal of a PPC adverts headline is to showcase your product/service, offering and drawing attention to itself with the ultimate aim of gaining the click. Therefore the overall goals of an organic title tag and a PPC adverts headline are very similar.
Most page titles are 55 – 65 characters and a PPC adverts headline, when shown above the search results with extended headlines activated, can be up to 60 characters which means you can test a variety of page titles via PPC to determine which have the best click through rate before you place them on your website. This is a really simple tip but can make a big difference to the amount of traffic your organic listing generates.
Test New Keywords
If you’re thinking of adding some new keywords to optimise for organically but are not sure if they are the right keywords for you site or if the return they’ll bring will warrant the investment of optimising for them, then PPC is a great way of finding out if they will work for your site without having to update your onsite and offsite SEO.
By setting up ad groups for your potential new keywords and then monitoring your sites analytics, you can gain a valuable insight into whether these keywords will be worth targeting via an organic campaign.