Although the theme of this blog relates to Spanish SEO, the distinction between organic keywords and PPC keywords is a general concept. Therefore, this specific blog post can provide new insights to anyone, whether you're a Spanish SEO, English SEO or Chinese SEO professional.Keywords are arguably the most important factor in online marketing. The two main types of keywords are those that are used organically for search engine optimization (SEO) and those used for pay-per-click (PPC) advertising campaigns.
With PPC keywords, it is possible to experiment with many different variations used in a variety of approaches. The amount of work required to test PPC keywords is not overly burdensome. In most cases, these keywords are used in short text ads that are relatively easy to tweak.
Organic keywords, however, are a much different matter. Unlike those used for PPC campaigns, which often involve bidding for top positioning, keywords used for SEO must appeal to search engine algorithms to obtain competitive results. For example, if one is targeting the Hispanic travel market, it will be necessary to first find out what organic keywords commonly occur in searches made by this demographic sector.
A number of free and paid tools exist that can help Hispanic marketers find focused keywords for their specific businesses. Among the most popular resources of this type is the Google AdWords Keyword Tool (https://adwords.google.com/select/KeywordToolExternal). While anyone can use this tool at the basic level, users must activate an AdWords account to take full advantage of all its features. Another way to research keywords and keyphrases is to use Google Trends (trends.google.com), a search interface that provides detailed search statistics on Google queries.
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Using either of these Google resources, one simply enters in relevant words and phrases to see how popular they are among search engine users. The keyword tool also provides a list of related searches for any keyword you enter. For example, if one searches for "Mexico travel," a list of keywords appears that includes other search queries like "Mexico vacation packages" and "cheap flights to Mexico City." By using this resource, online marketers can create their own list of targeted organic keywords to use on their web pages.
Tracking results
In order to achieve maximum return on investment (ROI), web marketers must continuously monitor the performance of both organic and PPC keywords.
For SEO purposes, it is usually a good idea to limit the number of keywords to no more than 20 for any campaign unless one is performing a long tail strategy, but this is a concept for another blog post. For any specific page, web marketers might want to focus on only one or at the most a few targeted keywords. By limiting the number of keywords, marketers can concentrate their resources on achieving results, while too many keywords can end up spreading one's efforts too thin.
Search terms can be reviewed on a monthly basis to see which keywords are performing adequately. Tracking software, like the free Google Analytics service, allows users to see which keywords are generating traffic and resulting in conversions. The web marketer will be able to examine where the traffic is coming from; how long users stay at the website; whether users click on anything while at the site; along with many other important tracking statistics. By analyzing keywords regularly, those that are performing can be eliminated or replaced to improve ROI.
Some keywords may produce a high flow of traffic, but of users that are not focused toward your business. Analytical software often allows you to detect such unfocused traffic and tweak the keywords to bring in users that are more inclined toward your products or services.
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