SEO Tip #3 Use AdWords Stats to Improve CTR on Organic Listings

4th August 2009 · Paddy · No Comments »

If you run a Google AdWords campaign, then you will know the importance of testing Ad variations and seeing which messages get the best click-through-rate (CTR). By testing different marketing messages and selling points, you can see which ones work best and tweak future Ads accordingly.

Well if you’ve been running AdWords campaigns for a while, your account will contain some pretty cool data and stats about which Ad variations work best over time. If you have this data, then you can easily apply the principles to your organic SEO campaigns. You can do this by including the same messages in your META title and description.

By doing this you may find (although you can’t directly measure it) that your CTR from organic search results improves. This is something which I believe to be a big part of the Google Algorithm. Its a big part of the AdWords system quality score and it makes perfect sense that Google would look at the same signals when determining organic rankings.

So take the best performing Ad text from your AdWords campaigns and re-write your META descriptions to match. I know that sometimes Google will not use this description, they may choose a section of the page itself to display dependant on the query being served. However you are still helping that little bit on the search queries when Google does use your optimised META description.