Typically, blogs and forums dedicated to SEO and PPC discuss what’s better. While these two marketing methods are really different, it doesn’t mean you can’t implement them both. And even if you’ve chosen only organic or only paid search to target, you surely need to investigate the other side. Both SEO and PPC share a few common features, and mastering them will help you make the right decision in due time. So, let’s touch upon a few SEO techniques and tools that help make this choice well-meditated.
1. Keyword research
Keyword research is the cornerstone for the effectiveness of your campaigns in PPC and SEO alike. Typically, an advertising platform provides a keyword research toolbox of its own, as it is the case with Google Ads Keyword Planner. If you’re using this tool for keyword suggestions and traffic predictions, you should keep in mind the keyword matching type and when to use it.
For Google Ads, there are four types of keyword matching: broad match, modified broad match, phrase match and exact match.
- Broad match includes all the queries containing your keyword or parts of the keyword phrase and their variations in any position.
- Modified broad match type will trigger your ads if the specified keywords are present in the search query in the exact or close variant form. You simply add the + symbol before the most wanted word in your keyword phrase (without a blank space before the keyword). Modified broad match is…