Google Indexes Organic Keywords based on SEM Investment
We recently performed an experiment with a client that involved identifying which keywords would render the highest conversions (White Papers, Demo Requests). One of the spill-over benefits that were observed, involved the indexing of paid keywords across organic search results.
The total program involved roughly 3,000 keywords (+subsequent Ad Groups) and was delivered over a period of 6 months. Of the total keyword count, roughly 20% generated conversions. This falls in-line with the age-old rule of 20/80 (20% of the keywords delivered 80% of the conversions). If you refer to the graph below, one can readily notice a direct correlation between the total investment and relative quantity of keywords indexed on organic traffic.;
SEO Performance Gains - Keywords Indexed
SEM Budget (Compare the chart below to the one above)
Provided by Spyfu
Based on these finding of this campaign we were able to optimize the following;
- Content Strategy (Relevancy, Stickiness, Easy to Consume, Call to Action)
- Bid Strategy that matches the appropriate core services
- Site Tagging (H1, H2, H3, Paragraph, Meta, etc.)
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