Blog Home



21 Apr

PPC Keyword Research vs. SEO Keyword Research

KeywordsResearchThe most vital and common activity at the onset of any marketing campaign is profound research on keyword data. By understanding exactly what people are searching for, you can compile a comprehensive list of the most effective SEO words and phrases in terms of business relevance and traffic volume. The challenge is to link the content and the keywords for various web pages, incorporating those terms and phrases into search marketing efforts.

With a PPC campaign, the main objective is to concentrate on keywords that suggest a purchase and hit the bidding. On the other hand, those keywords should yield the highest return to business, thereby increasing leads and sales. Though SEO and PPC complement each other, their keyword research activities are performed in a different manner.

Keyword Selection

Keywords used for search optimization campaigns are considered general rather than specific. You need to look deeper into the variety of terms people use to search for products and services, so that the selected keywords, title and metatags tightly correlate with the content on all web pages. Ideally, the basic idea is to select commercial keywords with good search volume and low competition.

For a PPC campaign, it is important to focus on buying keywords that are precise and specific to the product, not loosely related to the idea of content. Neither broad generalized nor specific search terms in paid advertising make no economic sense, as they call for larger CPC budget and unviability of marketing expenses.

Keyword Segmentation

Keyword segmentation into thematically related groups should be identified among primary research activities. In paid ads, it is directly associated with better keyword arrangement across highly relevant ad text and landing pages. By grouping keywords for search campaigns, you understand the balance between the number of people searching on a particular key phrase and the competition for it. This will prioritize keywords that have the highest potential for on page optimization score and ranking in search results.

Keyword Placement

PPC keyword research is more specific. Quality is opposed to quantity and is considered the core to providing strategic direction to paid advertising. It is critical to establish a tight connection between the keywords, ad groups and the landing pages. In paid advertising, profitable keywords expand to all the above mentioned components of PPC campaigns, ensuring high ratings for ad relevance and landing page experience.

According to the ranking algorithms, SEO integrates keywords as an organic element of the web content. Keywords serve as a consistent basis for on-site and offsite optimization activities. The role of keywords cannot be underestimated, as they raise the quality and value of the website that users will likely to use and share. Being placed in page titles, headlines and the body of the text, keywords help increase overall relevance of the page making it easier to rank.

Extent of Error

Though the choice of the right search terms holds the key for a SEO process, the margin for error is much higher compared to paid search. Unlike PPC, the list of SEO terms can be expanded and adjusted with no negative impact on marketing budget. You have the right to optimize for competitive keywords you haven’t targeted before and, subsequently, expand high quality traffic streams.

As compared to SEO campaigns, PPC keyword research is highly susceptible to mistakes with incorrect keywords. PPC requires prompt response to irrelevant search terms, including negatives that prevent ads from reaching the most interested customers. As long as you don’t want to bid on wrong keywords, they should be excluded from the list.


Information is worth much, when you know exactly how to deal with it. Chasing after keywords because they have a mix of high search volume and low competition won’t be a great way to build a mind keyword map. Your endless discovery on keyword data should go far beyond simply searching for specific keywords – it needs add value to your customers and, consequently, to the brand name. While you are digging for profitable content topics, your keyword research delivers wholesome insights into ways your target audience thinks and responds to the topics that make sense for them. Actually, it is a strong starting point for your keyword research to build on.


Leave a Reply

Your email address will not be published. Required fields are marked *