EGON: There’s something very important I forgot to tell you.
EGON: Don’t cross the streams.
EGON: It would be bad.
PETER: I’m fuzzy on the whole good-bad thing. What do you mean, bad?
EGON: Try to imagine all life as you know it stopping instantaneously and every molecule in your body exploding at the speed of light.
RAY: Total protonic reversal.
PETER: All right, that’s bad, okay. Important safety tip, don’t cross the streams. Thanks, Egon.
Ghostbusters is one of my all-time favorite movies and the safety tip that applies to proton packs DOES NOT apply to the data you can collect from your search engine marketing initiatives.
Luckily, utilizing your analytics data, PPC reports and SEO reports as a combined data set will not result in every molecule in your business instantaneously exploding at the speed of light.
Good news, right? Now all you have to do is actually analyse your reports.
Here is a great place to start – PPC Search Query Reports.
This PPC report is useful at helping to locate wasted clicks on irrelevant keyword phrases that you can pull out to build robust lists of negative keywords to keep your campaigns targeted but, did you know that this information is also great keyword research data for your SEO campaigns?
Thats right, as you are running your PPC campaigns, it is doing keyword research for you! Double bang for your search engine marketing buck right there.
Each of the long tail keyword phrases that the Search Query report generates is a hidden gem just waiting for someone to write SEO content for. Now, you have the inside track; you have the exact phrase that people are searching on and you have impression numbers to show you which ones can result in more traffic.