The idea is based on the approach of finding thematically relevant pages on which it is worth placing backlinks . Since you can get data such as CTR, conversion rate and conversion number for certain domains and URLs with the help of display network campaigns , you could use this data as a relevance criterion. If a page sends relevant traffic to my website, it basically makes sense from an SEO perspective to get a link there. You should therefore download URL reports of the current display network belize phone number data campaigns at regular intervals and extract domains or URLs with conversions, good conversion rates, but also above-average CTR. Of course, you should manually examine the domain or URL with high click rates again, as a very high CTR can also be an indication of an arbitrage or affiliate page that only aims to click on the advertising space. These should then be sorted out again and ideally excluded from the entire campaign (see also Google Display Network Optimization: Exclude budget guzzlers ). The remaining URLs and domains can then be evaluated using one of the common SEO tools, such as the Link Juice Tool (Link Research Tools) according to SEO metrics such as Page Rank , Page Authority, Domain Authority, Domainpop, etc. and the most relevant link sources can be identified.
For which keywords only SEO, only SEA, when both?
We and other colleagues have extensively investigated the eternal question of whether there is traffic cannibalization of SEO traffic through SEA traffic. (More on this in the Aufgesang agency blog , the Rimm Kaufmann Group blog or Google's own research )
According to our research, it can be summarized that, for SEO and SEA competitive keywords, it generally always makes sense to place your keywords in top organic positions and also to use SEA or AdWords ads. In other words, SEO should not be seen as a substitute for SEA. An exception are keywords that relate to your own brand , as long as no other advertisers are bidding on these terms. This can lead to cannibalization of SEO traffic.
A study by Wordstream from 2012 entitled War on freeClicks also showed that for keywords with a high commercial search intent, more people click on ads than on organic search results. Since users who enter these keywords into Google & Co. are usually further along in the conversion process and therefore closer to completion, these keywords are the most interesting. Therefore, everyone can be recommended to focus on Google AdWords or SEA, at least in the medium to short term, in order to get another listing on the first page via SEO in the long term.
With information-driven keywords, however, significantly fewer ads are clicked because the user wants objective information and trusts the organic listings more than the paid ads. Experience shows that the wastage is higher and the conversion rate is lower here.
Dominating the SERPs through Google AdWords and SEO
As already recommended, the long-term goal should be to dominate both the organic and paid listings, especially for "money keywords". It's about advertising space and the principle here is to make as many potential customers as possible aware of your own offer. This is achieved by occupying as many links and advertising space pixels as possible (above the fold) and optimal ad texts or page titles and description texts for good click rates. On to the battle .