The document discusses using Google AdWords for search engine optimization (SEO). It provides tips for conducting keyword research with AdWords data and tools like the Keyword Planner. It also discusses how to optimize landing pages, use display and search query reports to improve organic rankings, and set up multi-channel attribution to understand the customer journey from search to conversion. The goal is to leverage paid search insights and data to improve unpaid, organic search results and rankings.
Anomaly detection and data imputation within time series
Using Google AdWords for SEO
1. Using Google
AdWords for SEO
Stanislav Dimitrov, Ad Academy
Google Confidential and Proprietary
2. Google Confidential and Proprietary
About me
• 10 years professional SEO/SEM
• Google Certified Trainer
• Co-founder @AdAcademy
• AdWords Partner
• MOZ Ranking factor contributor
3. Great SEO Always Starts With Great Keyword Research
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)
4. Tells you about what you’re already ranking on,
not what you're missing out on
Google Confidential and Proprietary
Google Analytics is an Unreliable Source
Multi-Channel Funnels (MCF)
7. Google’s Keyword Tool is an Undependable Source
It doesn’t always provide complete, accurate data
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)
10. Keyword suggestion data unreliable from a
conversion perspective
Google Confidential and Proprietary
Third Party Keyword Tools
Multi-Channel Funnels (MCF)
11. Google Confidential and Proprietary
Real Campaign Data for Your Own Site
• Geo-Targeted Volume Data
• Actual Performance Data
• It's Proprietary Data
• Cost-Per-Click Data
Multi-Channel Funnels (MCF)
12. SEO tip: Unpack keyword data to search queries
Google Confidential and Proprietary
Keywords vs. Search Queries
Multi-Channel Funnels (MCF)
13. Google Confidential and Proprietary
Target Keywords Geographically
Multi-Channel Funnels (MCF)
14. Improve Your Click Through Rate (CTR) on Keywords
Google Confidential and Proprietary
Keyword > ad > landing page
Multi-Channel Funnels (MCF)
15. Google Confidential and Proprietary
Optimizing Your Landing Page
Multi-Channel Funnels (MCF)
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16. Google Confidential and Proprietary
Content Network Link Research
Multi-Channel Funnels (MCF)
35. Google Confidential and Proprietary
Linking AdWords and Analytics
Multi-Channel Funnels (MCF)
36. Multi-Channel Funnels for SEO/AdWords Conversions
How many touch-points before a conversion happens?
Google Confidential and Proprietary
Multi-Channel Funnels (MCF)
37. Google Confidential and Proprietary
Converted Clicks / Conversions
Multi-Channel Funnels (MCF)