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The best online marketers have known for at least six years how to use pay-per-click advertising to improve their organic search rankings. Here are 4 ways you can use PPC to make your organic search marketing more effective:

  • Keyword Research – One of the most popular ways that PPC advertisers use their ads is to test new keywords. If you achieve high click-throughs on your keywords, then they should also be good for your organic search campaigns.
  • Testing Meta Descriptions – If the ad text in your ad is effective, you’ll get more click throughs. You can use that same text for your meta descriptions, however, the ad text is limited to 70 words. The best meta descriptions employ 80-150 words so you might want to add a little bit more to those when you convert them.
  • Testing Page Titles – If your PPC ads generate activity, then you can re-use your PPC ad titles for your web page titles as well.
  • Testing Landing Pages – PPC is perfect for testing new landing pages. Do they convert? If they won’t convert for PPC, then they won’t convert for organic search either. Test them with PPC, tweak them, then use them for organic search.

Pay per click advertising offers the perfect opportunity to test for organic search. Don’t let that opportunity slip away.

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