How to choose the right keywords for Google Ads and SEO

Keywords for Google Adwords and SEO Introduction

So, you are looking for ways to increase traffic to your website, sales on your e-commerce store, or raise awareness to your potential customers, but how do you make yourself visible to them? Maybe after developing your website, you assumed that Google would handle the rest and that visitors would come flooding through your site after a simple relevant search. Or perhaps you are on the other end of the spectrum, a website manager who has spent double the expected budget on an Adwords campaign only to receive a minimal ROI. There has to be a better way to direct my campaigns to their intended audience!

In this article, I will offer one quick solution to help identify the keywords you can utilize to help target your Google Ads and to help boost your content marketing strategy for SEO ranking. 

What you will need is a Google account that is associated with your website through Google Analytics, check out my Google Analytics for Beginners with WordPress article if you need to catch up to this point, and 10 minutes of your time!

Step 1

Google, “Google Search Console”.

Step 2

Find the search result that is the same as the highlighted section in the image. The URL should end with “welcome”.

step 3

As the directions state, enter the web address exactly as you would see it in your address bar. If you have an SSL certificate, your website should start with: https://

Click “Add Property”

step 4

We will be verifying our ownership through Google Analytics. Select this option and then click on “Verify” after the tab opens.

step 5

If all goes well, you should see this response!

If not, make sure your account has Edit rights for this Google Analytics account.

Click on “Go To Property”

step 6

Welcome to your Google Search Console dashboard.

There is a help icon in the upper right corner that can explain everything you need to know in detail if you are interested.

On the left side menu, select “Performance”

step 7

Scroll down on the Performance page until you see this section containing “Queries”.

Here we can see the searches performed where the website appeared in the results.

Clicks: An actual click that brings a visitor to your site.

Impressions: If your website appeared on the search result page, but not necessarily within the view of the visitors’ screen.

Now What?

We can analyze this query data to help make better decisions with our keyword marketing strategies.

Scenario 1: I am a roof installer in Conway and I see that I have 4 (pretend its 40) impressions from the data (roofer in Conway), but 0 clicks. We also realize that an impression doesn’t necessarily mean a user has actually laid eyes on our search appearance. Perhaps your search appearance is coming after 3 other companies and you are at the bottom of the page. This would be a good keyword phrase to focus on when using Google Ads.

Scenario 2: I am a roof installer and I expect to see multiple queries in this list appear relating to roofing services, yet the only thing I see is “roofer in Conway”.

I would need to go back to my website, review all of the content on the site, and figure out why my website is not appearing for all variations of roofing searches. I might discover that I only mention roofing once in the entire site, and it is the phrase “roofer in Conway”.

Summary

The internet is overflowing with information, so it is tough trying to find a way to make yourself known within all of the noise. Make sure you have the proper keywords in your content that are relevant to your niche or industry. Utilize Google Search Console to help you analyze the performance of your website on Google. Keywords are how your visitors will find you online.

While it may seem daunting, it is the continuous improvement of the little things that can add up. There are several other improvements you can make to improve SEO and search appearance that is not discussed here, but we might add more articles to touch on those topics in the near future! 

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