SEOmoz has an interesting article about SEO insights garnered from a study on pay per click advertising.
I won’t necessarily endorse everything in the article, but I think you can gain some insight into SEO by studying PPC advertising habits, and click-throughs to some extent. For starters, let’s take a look at the top 10 industries by average PPC cost-per-click:
- Jobs & Education
- Computers & Electronics
- Beauty & Fitness
- Home & Garden
Interestingly, in each of these industries, retargeting is proving to be very effective. Retargeting is the act of using PPC to reach the same market prospects across the Google Display Network as you reach in the Google SERPs. In other words, if you advertise using PPC and run your ads on network websites signed on to Google AdSense, you’ll be more effective with your SEO and your PPC efforts.
Mobile PPC Not As Effective As Mobile SEO
Another thing you should know is that mobile users don’t click on PPC ads as often. That’s because they are on the go and don’t take the time to click on ads. If they’re searching for something, however, they will use the organic search option. Mobile search is primarily about organic SEO. This is a golden opportunity for search marketers, especially where local search and mobile search meet.
Use PPC For Keyword Research
Finally, and we’ve known this for years, you can use pay per click advertising to test your keywords for organic search. If you are getting good click-throughs that convert in your PPC campaigns, that can also translate into excellent search positioning in the organic search space.
Savvy online marketers look at SEO and PPC as complimentary marketing channels, not competing ones.