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Professional advice needed – The client insists on targeting keywords that they target with their PPC campaigns
Hi,
The question might be a little stupid, but I really need advice here. I’m doing organic SEO for one client. We recently took a closer look at the keywords being used to optimize their website’s ranking and realized we needed to make some changes, as the performance isn’t quite satisfactory.
The situation is as follows: some keywords don’t make sense to rank for organically due to factors such as user intent and overall content displayed on the first pages. **The client however insists on using broad term keywords, as they use them in their PPC campaigns.**
PPC isn’t something that I’m knowledgeable about, therefore I need some advice. My questions are the following:
1) **The keywords they chose are broader terms** that are hard to rank for, and by targeting those they they will miss on having valuable traffic coming their way. Do you think targeting the same keywords is the right approach here? **Won’t they end up just competing for the traffic?**
2) Are there **any other risks** that you can think of when it comes to targeting the same keywords?
I’m trying to gather as much information as possible before I give them any recommendations and would really appreciate your insights!
Thank you!
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1 Reply
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Imo, I dont think they will be competing. For one, ppc campaigns are targeting very specific audiences according to how the campaign is set up.
I dont know how it is in seo but I imagine that if the website ranks well based on the keywords used then it will be shown to whoever the audience is.
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It depends if the PPC terms are converting or not as well as the overall goal.
IMO if the goal is conversions then the ideal scenario would logically be to rank organically for the most qualified, best converting terms..
As for the approach – whether to try to rank for the broader terms from the outset or build towards them by first ranking for long-tail terms – I guess you’re more qualified to decide as an SEO.
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