Oftentimes, what works for pay-per-click (PPC) can also work for search engine optimization (SEO) and vice versa. Additionally, whatever gain or loss you have with one may affect your decision for the other. This applies to landing page optimization, keyword research, and even to copywriting!
Since tiny tweaks of your PPC campaign can change your click-through rate (CTR) big time, why not borrow its techniques and use it for SEO?
Using Exclamation Points
Among PPC copywriters, it is renowned that adding an exclamation point can increase an ad’s CTR simply because it is tantamount to raising a voice. While this practice is less likely to boost your page rank, you may notice that a title with an exclamation point grabs more attention and gains more clicks from search engine results page and social media networks. A word of caution though: Do not use excessive exclamation marks; too much of exclamation points in an article make the piece awful-looking. Plus, your whole landing page may sound angry if all of your posts’ title ends with an exclamation point.
Cite Statistics as Evidence
Data can also improve a PPC’s CTR. In the case of SEO, instead of making vague claims, cite statistics and present verified data. It will also be better if you link your source. That way, your data get additional credibility.
Use Dynamic Keyword Insertion
Dynamic Keyword Insertion (DKI) refers to the effective integration of exact search query wording in an ad. For instance, when a user types in “coins of gold” in the search bar, he or she will most probably click the search result which carries the exact keywords he or she used. Hence, anticipate keyword variations and create a content that incorporates all possible queries. You can follow the same technique for SEO, and support it with keyword research. As a result, your content can rank in all the keyword variations.
Test Like a PPC Copywriter
While it can be difficult to A/B test full pages compared to PPC ads, testing can come in handy. Use the Google Website Optimizer and test two versions of your content for SEO. Analyze your web content’s title, word counts, images and its layout, sidebar links, etc. That way you can improve your page’s SEO without the need to run individual test.
Distilling your message and avoiding redundancy is important in PPC. It is the same when writing for the web. Avoid beating around the bush because it does not really make you sound smarter, it can actually waste your readers’ time.
Moving from organic to paid search may mean that you have to adjust your online marketing strategies; but anything that can improve CTR in paid search ad could work if applied to SEO. All that you have to do is check out what tactic is applicable and experiment on it.