When trying to learn something new about paid or organic search results, there's a good chance you will run into countless articles about how they differ or which one is better. However, what you may not realize is that paid and organic search are not always at odds. There are times when these two seemingly opposing efforts can work together.
When you put in time and effort to see how Google AdWords can help improve your overall site rankings and experience, you may get a few unexpected lessons, including the following tricks.
You may not realize what relevant negative keywords are. However, you don't want to show up for things you shouldn't, right?
If you have ever taken over an AdWords account, you may notice there aren't many negative keywords being used. However, if the account has been managed well, you will find a fair amount of them. You still need to do some investigating.
You need to see if there is poor word association. For example, in your industry, do you focus on cheap, free jobs, coupons, and reviews? If there are popular search phrases, you need to create content related to it or consider how your service is presented in the industry.
The next step is to see if you can change words around and find a new way to present the information. For example, what type of things does your business want to avoid? Have you avoided saying these things in your website's content? Is there something you can do to present the opposite opinion of what people are searching for? If so, think about this from a content perspective.
Meta Descriptions and Title Tags
The next thing to consider is your meta descriptions and title tags. These should never just be written one time and forgotten. If you are a professional in SEO, you likely go from time to time to tweak these meta descriptions and title tags. However, the main issue is that sometimes some are not working as they should.
Now is the time to go into the Google Search Console, discover the title tags that have low click-through rates and high rankings, and consider what you can do to create something better.
After that, run a new AdWords campaign to test out the title tags in your ads. Test new ad copy you would create--that contains your new meta descriptions--and see what achieves a higher click-through rate (CTR). The one that does should be your new title tag and meta description. Once you know what they are, watch your CTR grow or decline.
As you can see from this example, AdWords and SEO go hand in hand. Be sure to keep the tips here in mind as you create your campaigns and optimize your content.