The digital marketing world is always evolving and it can be hard to navigate, especially when it comes to keyword research. Your keyword research strategies are crucial for both SEO and PPC marketing. Keywords affect important metrics like traffic, brand visibility, and conversions and they can easily make or break your marketing efforts.

SEO uses relevant keywords to boost visibility on search engines when users look for certain terms. Similarly, PPC ad copy incorporates keywords to increase the likelihood of your ads being shown when users search for the same terms. Even though the use of keywords appears similar, there are significant distinctions and you might need to approach them differently.

Here, we’ll be comparing strategies for keyword research in SEO and PPC. You’ll see how they differ based on keyword intent, stage in the buying process, and usage in content.

Why Keyword Research Is Important

Keyword research lets you know what words and phrases your customers use when searching for products and services online. What are users searching for? What type of content are they interested in? How many users are searching for certain topics? These are the questions that proper keyword research will help you answer.

After coming up with keyword ideas you can then analyze them by monthly search volume, keyword difficulty, cost-per-click, search intent, etc.

For keyword suggestions and analysis, you can use keyword research tools such as Semrush, Google Keyword Planner, Google Search Console, and Ahrefs, among others.

The Differences Between SEO and PPC Keywords

Before diving into research strategies, it’s first important to understand the distinction between SEO and PPC keywords, much like how you distinguish between PPC and CPC.

Keyword Usage in Content

The main difference between SEO keywords and PPC keywords is how they are used in content. SEO keywords can be incorporated across various content types such as blog posts, website pages, social media posts, email newsletters, whitepapers, and press releases.

PPC keywords are generally utilized within the ad copy and the landing page linked to the ad.

Keyword Intent

The role of the keywords varies greatly between SEO and PPC. Recognizing this difference is crucial for your research. Intent refers to the purpose of customers’ searches and what they aim to achieve.

High-intent keywords are terms and phrases that customers use in search when they are more likely to make a purchase decision. Low-intent keywords are search terms that customers use when they are still researching and not yet ready to make a purchase decision.

In general, PPC advertisements make use of high-intent keywords with the goal of reaching customers deeper in the purchasing process. Their main focus is to capture the user’s attention and encourage them to perform an action. For instance, an individual looking for “the best SEO and PPC consultant” is much more inclined to take action compared to someone who is searching for “SEO consultants”.

On the other hand, SEO involves the use of low-intent keywords to draw in customers who may be looking for information about a topic or are just starting their buying journey. These individuals may not be looking to make a purchase right away. SEO content tends to be more comprehensive, covering not just a specific keyword but also related keywords.

Profitability

The outcomes of your SEO and PPC strategies vary in terms of profitability. Businesses usually seek immediate results when using services like Google Ads. The goal is to get ad clicks that will lead to sales. As a result, keyword research needs to be approached differently, focusing on a different stage in the buying journey.

Contrary to this, SEO does not just focus on producing immediate results and sales. SEO strategies also strive to enhance website traffic, elevate brand recognition, and retain visitors on your website. The outcomes are less time-sensitive, which means a wider range of keywords are frequently utilized at various stages in the purchasing process.

SEO Keyword Research Strategies

SEO focuses on boosting quantity, whether it’s an increase in website traffic, email newsletter subscriptions, or contact form submissions. It’s not only about generating sales, although that is the ultimate goal.

Keyword Intent

When conducting SEO keyword research, it’s important to take into account customer intent. What is the reason behind a customer’s search for your company? Are they seeking information? Making an inquiry? Understanding their search intent helps you come up with relevant keyword ideas.

In SEO keyword research, customer intent is often not as immediate, as customers are usually in the research phase, leading to the use of broader keywords, in contrast to the specific ones used in PPC marketing.

Stage in the Buying Process

Intent also has an impact on the purchasing process and the customer’s position in the process, which in turn influences keyword research.

SEO keyword research usually focuses on customers who are in the information-gathering stage rather than those ready to make a purchase. As a result, this often leads to the use of more general keywords and shorter phrases.

There are many good free keyword research tools you can use to find SEO keywords, like Semrush’s Keyword Magic Tool. You can also enter a broad keyword related to your industry in search then look through the search engine results page for even more relevant ideas.

Strategies for Researching Keywords for PPC

PPC focuses on achieving outcomes, usually a direct purchase or inquiry. The emphasis is not on quantity, but on obtaining the lowest CPC. In a PPC system, you pay for each click. It is more cost-driven than SEO.

Keyword Intent

When conducting PPC keyword research, keyword intent is equally crucial but requires a unique strategy. PPC ads aim to target customers with a specific and immediate intent, such as being ready to make a purchase after conducting prior research using SEO keywords.

One of the simplest ways to find relevant high-intent keywords is by using a keyword research tool that shows you a specific keyword’s CPC like Ahrefs.

Stage in the Buying Process

Similarly, this intention results in customers being closer to making a purchase. Your PPC keyword research should take this into account, and prioritize keywords that are longer and more specific, think long-tail keywords. You need to think like someone who is ready to buy and consider what you would search for.

Keyword Research for SEO and PPC – Balancing Volume and Results

I hope this article has been engaging for you and that you now can see the distinctions between SEO and PPC keyword research. The primary differences lie in the goals of each process, customer intent, and their position in the purchasing journey.

Typically, search engine optimization (SEO) seeks to increase website traffic, clicks, page views, etc. Customers may not be looking to make an immediate purchase but could be researching.

In contrast, pay-per-click (PPC) aims to generate conversions and sales. Customers in PPC campaigns are further along in the buying process and are more likely to be considering a purchase.

These distinctions must be taken into account as you research the right keywords for your strategy.