How to Use Google Ads keyword data to inform your SEO

There’s no doubt that the allied health space in Australia is becoming more and more competitive. It feels like every week there’s a new physio clinic or osteopath popping up down the street!

So it’s important to understand that having a handle on digital marketing can be what sets you apart. SEO (Search Engine Optimisation) and Google Ads may seem like two separate entities but they work together to boost your online presence. Today we’ll look at how Google Ads keyword data can be a treasure trove for your SEO.

Google Ads and SEO

At its heart, SEO is about getting your website to show up in organic search results, while Google Ads is about paying for prime real estate at the top of the page. Both are about driving traffic to your site but in different ways. The data you get from your Google Ads campaigns can help you refine and strengthen your SEO.

Why Google Ads Keyword Data is Gold

1. Real-Time Search Intent Data: Google Ads gives you real-time data on what your potential clients are searching for. This data is gold because it’s actual search behaviour and intent, so you can get straight to what your target market needs.
2. High Volume and High Converting Keywords: By looking at your Google Ads campaigns you can see which keywords are getting the most clicks and conversions. These high performing keywords can be incorporated into your SEO strategy to attract organic traffic that’s more likely to convert.
3. Competitor Analysis: Google Ads lets you see which keywords your competitors are bidding on. This competitive intelligence can show you gaps in your current SEO strategy and new opportunities to attract potential clients.

How to Use Google Ads Data for SEO

1. Collecting the Data

• Keyword Planner: Google Ads’ Keyword Planner is a treasure trove of data. Start by looking at the keywords you’re bidding on in your ads. Look for keywords with high search volume and relevance to your services.
• Search Terms Report: This report shows the actual search queries that triggered your ads. It’s a great way to find long-tail keywords and variations you may not have considered in your SEO strategy.
• Performance Metrics: Look at metrics such as Click-Through Rate (CTR), Cost Per Click (CPC) and conversion rates. High CTR and conversion rates means these keywords are resonating with your audience.

2. Analyse and Select

• High Performing Keywords: Focus on keywords with high CTR and low CPC, they’re popular and cost effective. Keywords with high conversion rates are gold as they show strong user intent.
• Filter for Relevance: Make sure the keywords you select are highly relevant to your services. For example if you run a physio clinic, keywords like “back pain treatment” or “sports injury rehab” would be highly relevant.

3. Add to SEO Strategy

• Content: Create content around these high performing keywords. Write blog posts, create service pages and update your website content to include these terms naturally. For example a blog post titled “Back Pain Treatments” can attract users searching for that specific need.
• On-Page SEO: Make sure these keywords are included in your on-page SEO elements such as title tags, meta descriptions, headers and image alt texts. This helps search engines understand the relevance of your content to specific queries.
• Local SEO: For allied health practices local SEO is key. Include local keywords such as “Melbourne physio” or “Adelaide psychology services” to attract clients in your area.

Example: A Physio Clinic in Melbourne

Let’s say you have a physio clinic in Melbourne and you’re running Google Ads campaigns. You see the keyword “physio for sports injuries” has high CTR and conversion rate. Here’s how you can use this data:

1. Content: Write a detailed blog post on “Top Physio Treatments for Sports Injuries in Melbourne”. Include case studies, tips and patient testimonials to add value and increase your chances of ranking.
2. Service Pages: Create or update a service page for sports injury rehabilitation. Make sure the keyword is in your headings, content and meta descriptions.
3. Local SEO: Optimise your Google My Business profile and include the keyword in your business description and posts. Encourage happy clients to leave reviews mentioning their sports injury treatment.

Tracking and Tweaking

Using Google Ads data to inform your SEO strategy is not a one off. Continuous monitoring and tweaking is key. Tools like Google Analytics and Google Search Console will help you track your keywords and content.

• Monitor Organic Traffic: Keep an eye on the organic traffic to your website and see if you’re getting more visits from the keywords you’re targeting.
• Check Bounce Rates: High bounce rates means your content isn’t meeting the user’s expectations. Adjust your content to be more engaging and informative.
• Check Conversion Rates: Ultimately the goal is to convert visitors into clients. If you see a keyword is driving traffic but not conversions, reconsider the content or call to action on those pages.

Results

According to Conductor, businesses that combine paid and organic search see a 20% increase in CTR on average. This shows the value of using all the data you have to inform your overall marketing strategy.

In the allied health space where competition is high, every little counts. By using Google Ads keyword data to inform your SEO strategy you can attract more qualified leads, add value to your audience and grow your practice.

End

For allied health practice owners and managers in Australia, using Google Ads and SEO together is a no brainer. By looking at and integrating Google Ads keyword data