Interpreting SEO in Colloquial Language – A Guide for Paid Practitioners to Approach Organic Content Optimization I worked on a series of trainings for our PPC team to teach them about SEO. Recently, the phrase “think of optimizing for organic search like optimizing for Quality Score” came out of my mouth, and I saw the blisters in my paying team's eyes go out. I had never thought of it that way, but the more I explained using that analogy, the more meaning it made.Now, this comparison leaves out some technology components that are crucial for SEO. It doesn't take into account things like a sitemap and guidelines, or a crawl budget (sounds like a foreign language, right?!) – but that's okay! That's why we always have SEO practitioners and tons of other resources to lean on. However, this framework can be used to think about how to approach content creation and refinement for a paid practitioner dealing with content. We'll cover how to use the three main Quality Score factors (ad relevance, expected click-through rate, and landing page experience) to optimize content for organic search.Optimize organic content for ad relevanceWhen we optimize our paid keywords for ad relevance, we consider a few factors:Does this keyword make sense for the landing page? Is keyword, ad text and extensions the best answer/solution we can provide to a user searching for that term?Does this keyword make sense to be grouped with other keywords in this specific ad group, sharing the same ad content?
Who is our audience? Is this the best solution for them?Do we use our keywords or close variations of them in our advertising text?When optimizing for organic search, we ask the exact same questions – or a very close variation of them. The difference between our two practices lies in the way we respond to them.Does this keyword make sense for THIS landing page? Is this the page with the best information on this subject? Is this page a complete answer to any direct follow-up questions they might have after their initial research, or is there at least a link?Do the page title, meta description and h1 do a good job of showing that the user can find the information they are looking for on this page?For both paid and organic optimization, we may use data points such as "people also ask" and "related searches" to ensure that the content of the keyword/copy/landing page is in fact a full answer for user. pasted image 0 21 Does this keyword make sense to be associated with the secondary and tertiary keywords we are optimizing the page for?Since organic search works on semantic search (think: a much more polished version of close match variants that understands intent somewhat), it's more Egypt Phone Numbers List important that we think about different keywords that should match the same page.For example, if you have a clothing size guide that resides on a single URL, we would like to optimize it for "[brand] shirt size guide" as well as "[brand] shoe size guide. - and include a description of all the things this page can help a user solve in the page title and meta description. Nike does a great job with their size guide index. pasted image 0 22 With our organic hats, we ask exactly the same questions. We want to make sure we understand the person behind the search and what mindset they are in, as well as the intent behind their search as we optimize our page title and meta description. Using our clothing example, if we have a size guide for shoppers, we wouldn't mean "Read how to recommend the right size to your customers" if the page is not for clothing store owners, but to end users.Overlay observation audiences into relevant PPC ad groups to better understand the audience engaging with those keywords before organically optimizing.