Whether you are aware of it or not, your business blogging strategy will certainly be based on either of these two things. First is real data. Second is assumption.
Besides, there could be overlapping combination of these two things.
Hence, they influence the approach and outcomes of your blog based content marketing efforts. Like many others, you could be facing some serious challenges in company blogging.
To overcome most of them, you’ll learn from this post, how to use Google adwords data for SEO in your company blog.
So whether you are just trying to start a business blog for the first time or you’ve been doing it for a while, taking action on the possibilities revealed here will certainly make a difference.
Why Google Adwords For SEO?
Before proceeding to discuss the specific action you can take to implement this, we’ll first of all identify the useful data points that can be used in the process.
Remember the key point is to leverage real data to improve your business blogging strategy instead of being 100% dependent on assumptions.
Why this interested me was because I saw a lot of business owners in different niche markets blogging without a plan.
Some of the niche markets I have observed this closely include event planning, staffing services, fitness and ecommerce. This is mostly from my consulting experience in these niche markets.
As you might have already known, it is always better to start with the end in mind. For many reasons, this is far better than randomly spending money and time with hope of the best outcomes.
Business Blogging Strategy With Adwords Data
Sure you have heard that Google adwords is risky and too expensive. Maybe you have tried on your own and lost money or you hired an inexperienced expert to waste your money.
Besides you could be using Google adwords right now to generate traffic, leads and sales. But you recognize the possibility of using a business blog and SEO to get more traffic.
Here is the interesting thing. Growing organic search engine traffic has a lot to do with keywords and the topics they represent.
Here is one true fact about the essence of keyword optimization in your content strategy.
‘If you don’t know what people are actually searching for in your niche, you’ll be relying on luck – rather than useful data – to guide your decisions.’
– Joshua Hardwick, The SEO Project
This is one of the multiple ways in which Google determines searcher intent. Your own experience on auto suggested search terms is a real proof of this.
Contrary to what most people believe, it is not all about keyword search volume. Interestingly, the majority of keyword research tools in the market provide only an estimate of search volume and other metrics.
And because of this a whole lot of people start their business blog on mere assumptions.
I guess you may not have even bothered about keyword research. But the fact is that writing about random topics in your blog won’t get you the results you desire.
See this post on the 4 business blogging benefits beyond brand awareness. My point here; don’t stop at generic thought leadership posts.
Beyond search volume numbers, all keywords are not created equal.
There are buyer keywords and there are informational keywords. This matters even more when the motive behind your business blogging strategy and SEO efforts is to make profit.
Better than being focused on estimated search volume only, running some adwords campaign with $5 – $300 will give you some real data.
With that data, you will be able to align your company blogging and SEO strategies with business outcomes.
Practically, this is more valuable than merely measuring useless traffic and brand awareness metrics. This will help to solve the problem of growing traffic volume and low return on invested time and money.
- Ad Clicks
Practically, there are too many variables that can influence the number of click you get on your Google adwords advertisement.
However, when you run some ads, it becomes possible to see the exact search terms bringing the most clicks or visitors to your site.
Obviously, this is far better than doing surface level guesswork with search volume data.
The interesting thing here is that you can see the actual results within 1 – 30 days. Unlike SEO, you don’t need to wait for 1, 6 or 12 months to see the most valauble traffic generating keywords.
Take for instance you set up a campaign targeting 200 keywords.
Then in less than 7 days, you see the top 20 keywords that brought the highest number of visitors to your website.
With this keyword data, you can do some SEO competition analysis and use them in your blog content creation. Keep reading. We’ll see the exact steps on how to use keywords click data in your business blogging strategy.
- Cost Per Click
This is the amount paid per click bringing a visitor to your website via Google adwords. Besides the competition in your niche, this metric is mainly determined by advertiser’s set bid.
On the other hand, there are broad and exact match bid types.
These things determine whether your set CPC bid would be the same or variant. Every advertiser is responsible to set his or her own bid based on pricing auction policies.
As noted earlier, you can use Google keyword planner to see the estimated cost per click for your target niche market and location.
Unfortunately, these things are just what they are – estimates only. And this is where most of the assumptions start.
Perhaps, if you have used Google adwords advertising for a while, you certainly will have CPC data in your account. In that case, you understand that the inflow of website traffic will stop when you stop paying Google.
By using the search terms with highest CPC (most expensive traffic source) to generate organic search engine traffic, you’ll be lowering your customer acquisition cost.
Call it cost per sale if you like. Within this context, you’ll be missing out on the long term benefits of SEO if you don’t have a business blog.
However, a website without a blog can generate organic search engine traffic but it takes 10X active efforts and money.
But first, you have to identify the search terms with the highest CPC.
With adwords, your traffic is limited to your budget. Hence it ends when your budget is exhausted. But your organic ranking can last for 3, 6, 12 months or multiple number of years.
Beyond theories and my personal opinion, here is a study that shows how organic search engine results command more clicks than paid search.
- Ad Click Through Rate
This is simply the percentage of people who saw your ad vs the people that actually clicked. As a Google search engine user yourself, you understand the things that move you to click.
Even in terms of paid search advertisements, the reasons for clicking one ad instead of the other are always obvious.
Time, location, urgency, price, relevance and pain point; all matter in the mix.
The main fact here is that, like keywords, all ads are not created equal. You can do the best research. Make the best assumptions. But the outcomes will always mismatch your expectation.
Unfortunately, if you jump right into business blogging without an SEO strategy, you’ll have to wait 3 – 12 months to find out if you are on the right track or not.
And by that time, you must have invested some good amount of time and money.
Though Google adwords click through rate and organic search click through rate are not the same, the insights gained from one can be applied to the other.
Better to leverage the data on what has been proven to work than depend 100% on fallible assumptions.
Again, if you’ve had some Google ads running you will have access to the ad impressions and CTR data. By identifying the ads with highest CTR, you’ll see the exact keywords and ad copies that your audience finds the most attractive.
Again, this data point can be leveraged for effective SEO in your business blogging strategy.
- Website Conversion Data
If you are currently running a campaign by yourself or with Google adwords consultant, you probably have conversion tracking set up in your site.
For most business people, two major types of conversions are usually tracked.
A business in outsourced staffing services niche will be tracking mainly lead generation.
While a fitness equipment business with online store will be tracking actual sales. However, nothing stops you from generating and tracking leads for future sales conversion.
One of the key business blogging mistakes I see many people making is that of creating contents without targeted search queries.
This is the best way to align contents with the pain points, problems and needs of their target customers.
And for the few that do some keyword research, what everyone depends on is the estimated search volume data. The assumption is that higher search volume for the selected search terms will result in higher volume of organic search engine traffic from their blogs.
And that’s how some business bloggers get trapped in the problem of growing traffic volume and zero conversion in terms of leads and sales.
With the website conversion data in your Google adwords account you’ll be able to identify the precise keywords and ad copies that delivered actual leads and sales.
Sure it is good to have high traffic volume.
But what if the majority (55 – 95%) of the website visitors you spend money and time to generate are actually useless to your business?
I’m sure this isn’t what you want out of your search engine marketing budget.
By leveraging website conversion data in your blog content creation and on-page SEO, you’ll have some competitive advantage in your target market.
- Call Conversion Data
According to Google, 50% of local searches conducted on mobile devices leads to a store visit.
And most times it starts with a phone call.
Beyond the information that can be provided via text, image or video on a web page, some customers will still need clarification by talking with a sales rep.
And that is where Google ads call extension, call only ads and call tracking come in.
If you are using the two phone calls related ad options mentioned above, you probably have call conversion tracking set up in your campaign.
With some A/B testing and the help of your sales rep, you can begin to see the exact campaigns, ad groups, ads and keywords delivering actual sales to your business.
And this includes Google adword originated phone calls too.
This call conversion data has so much value if only you know how to leverage that in your business blogging strategy.
It’s all about understanding client or buyer intent.
And like most other data points, you don’t have to spend so much on content creation, SEO and traffic generation. And then find out 3 – 12 months later that it is impossible to break even.
By putting this data to work, here are some of the benefits that can be experienced in your company blog.
#1: Brand Trust Building
Empathy, not superficial buzzwords or grammar makes the biggest difference in building trust with sales copies. Yes, you shouldn’t turn your company blog into direct sales copies only.
However, there are different ways to align your contents with core marketing objectives.
By showing better understanding of your target customers’ pain points, you’ll be positioned more than many of your competitors to present a trustworthy solution.
And by relating with their current desires, hopes, fears and aspirations it becomes easier to touch the emotional hot buttons that will move them to a favorable action. This is exactly why stories sell.
#2: Pre-Selling Opportunity
Contrary to what many other experts would want you to believe, pre-selling your products or services via business blogging is not abnormal.
The only bad thing is starting the post and making the entire content focused on your interest.
Avoid writing fluff that shouts me, me, me and me all the time. On the contrary, it is better to dwell so much on your customer pain points. The things they care so much about.
Using content pieces like product feature review and case studies help to bring the target customer into a context of exchanging money for defined value.
Many studies in psychology had proven that we like people who believe same thing we do.
So in the context of buying and selling, we buy from people we like especially when the time is right. Sell me a solution, not your products or services. That’s it.
#3: Converting Prospects Into Customers
Beyond brand awareness, this is the ultimate goal your business blog is supposed to help you accomplish.
However, if you don’t have conversion funnel set up in your company blog, then generating leads and sales from it will always remain a distant day dream.
Starting your content creation with targeted keywords and pain points helps you to use your target customer’s language.
And if the language is mostly negative around their current frustrations, you’ll be moving a lot of them to take financially beneficial actions. Done very well, blog posts can promote your lead magnet, lead generation landing pages, quote request pages, contact forms as well as direct sales pages.
See this lead magnet example hosted on Brian Dean’s video landing page.
Now, here are some actionable strategies on how you can actually use the Google ads data in your business blogging strategy.
Create Attractive Blog Post Titles
Both within your blog and search engine results page, blog post titles make a great difference in click through rate (CTR). For most people, it takes less than 3 seconds to decide based on headline if your content would be worth their time or not.
Here are some specific factors that influence most people to click one title instead of the other. This is based experience from many blogs I have built and that of clients too.
While using keywords in your title is good for search engine optimization that alone is not enough.
If your titles are not attractive enough, the entire content will be ignored. This will be happening both within your blog post archive, social media and even when you get some impressive ranking for the target search term.
Remember that the Googlge adwords data points discussed earlier is a potent source of keyword research. So that’s where you get your search terms from.
To make your blog post titles attractive, first step is the use of exact keywords that your target audiences are actively searching for. The Click through rate data in your adwords account is a good source.
In addition to that here are other elements you can include to make them more attractive:
- Promise of value
- Specific benefits
- Solution to a problem
- Pricing concern
- Urgent need
- Location proximity
- Relevant statistics
- Social proof
- Answer to a question
You can combine two or more of these to make the most attractive impression. If you have the creative prowess, it is also possible to optimize your titles for more than one search query at a time.
This is one of the ways you can make your blog posts to rank for 100+ keywords depending on the length.
With your conversion data, using the search phrases that brought you actual leads and sales will increase the quality of overall website traffic you get from your blog SEO.
Brian Dean of Backlinko has a detailed post here on the importance of matching keyword commercial intent.
To get higher click through rate from search engines, try to make your blog post titles to have complete meaning and be moderately short.
See how CoSchedule headline analyzer will give you a preview of how your title will appear in SERP ranking.
Optimize Your Meta Description
Meta description is a brief preview of information about a web page ranking in search results. Google search engine crawlers use this snippet to determine the relevance of a web page to a specified search query.
If you are an avid user of Google search like me, you’ll already know where this information shows within search engine results.
Below is a screenshot of the meta description for the search term ‘business blogging strategy’.
In addition to the blog post title, using your selected keywords in meta descriptions make the web page eligible to rank competitively higher for that same keyword.
However, the inclusion of related keywords and other factors contributes to the ranking position.
Unfortunately, if your entire blog posts are created without on-page SEO practice, then your website’s potential for generating organic search engine traffic will be limited.
To get the best from this and other influential on page ranking factors, Yoast SEO plugin provides multiple features for this.
It’s all about the first 1 – 3 sentences in your web page contents.
Write Keyword Focused Content
Unless you understand why this is important, you wouldn’t care about proper use of keywords within your blog posts.
And for most business bloggers outside the online marketing space, this is usually the case.
Also in addition to titles and description snippets, the use of selected search queries within the entire body of blog posts makes a lot of difference in the ranking. For most people, two things always prevail.
It is either you are blindly creating more contents while hoping for the best outcome or you have a strategy aligned with your core marketing objectives.
My question is; which approach do you follow while creating your blog posts…?
Without writing keyword rich contents, you’ll be missing out on the long term benefits of search engine traffic that comes from the high rankings.
To get the best outcome without overdoing it, use the target search term five times or less within the body of your contents. Really depends on the word count though.
Another important area is to use it in one or more sub headings where relevant. Making moderate use of the key search terms for internal linking also boosts on-page SEO score.
By internal linking am referring to links leading to other pages within your sites and related pages within your niche.
Different from the exact search phrases you want to rank a page for, inclusion of other phrases related to it boosts your page potential to rank for multiple terms.
These are the practical steps to writing keyword rich blog posts.
Build Keyword Rich Backlinks
Here is another interesting context for using Google adwords data in your business blogging strategy. Th reason is because the links connecting your web page with other pages with the operating niche is a big off page SEO factor.
For search engine ranking purposes, Google uses a set of variables to assign score to the quality of links leading directly to your website.
And one of the key variables here is the words or set of phrases with which those links are were built.
In simple human terms, these words help to describe the contents of web pages being linked.
However, if you are not building keyword rich backlinks it means that your business website is currently excluded from the real benefits. The benefits include quality leads, sales and profit that come from this SEO practice.
Remember that higher ranking for proven keywords makes for higher potential to attract qualified prospects to visit your website. The words with which web links were made are called anchor text.
And in the context of off page SEO, here are some specific types of anchor text links.
Exact Match Anchor Text Link: This is a type of link made wholly with targeted keywords. Example is this orange link to a page about ‘content marketing automation tools’.
Phrase Match Anchor Text: The text link contains the keywords being targeted for higher ranking. Example is this link to a page about ‘how to grow your blog traffic’. The target search term is blog traffic.
Branded Match: This is simply using a brand name to link other web pages. The link to the home page of this website ‘Weblife’ is an example. However, you always link to whatever page you like with a brand name. But is has to be based on relevant context.
Naked Url: This one makes use of a website address or page url to build backlinks. Website address example is http://weblifehq.com and page url is http://weblifehq.com/business-blogging.
One important thing to remember when building keyword rich backlinks is to diversify both the keywords and anchor text type.
If you ignore this, Google will penalize your site with low or no ranking at all. Check this post for more insight on anchor text diversification.
One of the key important things worth reiterating is that having a business blogging strategy is better than randomly creating and publishing contents.
Thus, if random blogging is all you’ve been doing, then it’s time to think above the prevailing assumptions. As you have read above, Google search ads is a potent source of traffic data whose value goes above search volume metrics.
Sure you don’t want growing traffic volume and zero return on the time and money invested in your business blog.
That is assuming you have one already.
Interestingly, if you are currently using adwords advertising or you have use it for more than a month, then the data points discussed above are already within your reach.
Note that you don’t need to have all the expertise before putting the data to work as discussed above.
Probably you are currently using a Google ads consultant or agency to manage your campaigns.
Whether you are aware of it or not, the person or agency may as well not have the expertise to use the advertising data in a business blogging context.
Think about what 20% reduction in customer acquisition cost, improved conversion rate or profit margin would mean in your own business.
At the end, the ultimate strategy is to align your business blog content creation, promotion and lead generation efforts with measurable business outcomes.
Don’t stop at growing brand awareness with thought leadership.
You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.