Many advertisers use Google AdWords as their major PPC network. However, in addition to using AdWords for getting paid traffic to your site, it can also be used for SEO. Here are some ideas how you can use AdWords for SEO.\r\n1. For Keyword Research\r\nThe most valuable use of AdWords for SEO is to research keywords. Keywords are\r\nthe basis of any SEO campaign and even if you are an expert in your niche, you should\r\nalways research keywords simply because users frequently search for quite unexpected\r\nkeywords and keyphrases you as an expert will never think of. Needless to say, what\r\nmatters most for high rankings is which keywords your target audience is searching for,\r\nnot which keywords you as an expert think are most popular in a particular niche.\r\n\r\nIn order to find what users are searching for, you need a keyword research tool. It is true\r\nthat there are many special (free and paid) keyword research tools but Google AdWords\r\nKeyword Tool is light years ahead of them all. It is simple to use AdWords to research\r\nkeywords. You can either enter the URL of your site or put in some seed keywords, the\r\ntool will then automatically generate a whole bunch of suggested keywords. Look at the\r\nresults and shortlist all the keywords that seem relevent and have a decent global search\r\nvolume.\r\n\r\nYou may want to rank well for ALL the generated keywords, but its best to focus all\r\nyour efforts on a selected few. The idea now is to find keywords that are relatively easy\r\nto optimize and yet have a decent search volume. These would be the keywords with\r\nthe least compitetion in Google. Go to Google.com and enter each of your short listed\r\nkeywords (one at a time). It is best if you search for the exact phrase, so surround your\r\nkeyword with double quotes.\r\n\r\nNote how many web results there are for each of the phrases. Now that you have\r\ncollected the 'Number of web results' for each keyword, calculate competition ratio by\r\ndivding it's 'Global search volume' by the 'Number of web results'. The keywords with the\r\nhigher ratios are the easier ones to optimize.\r\nYou can now start a SEO campaign for your keywords however you'll see next, it might\r\nbe much wiser to start an AdWords campaign instead.\r\n2. To Ensure that the Keywords You Have Picked Convert Well\r\nAfter you have picked your keywords, you need to verify if these keywords really work\r\nfor you \u2013 i.e. if they convert properly. No matter how precise you've been when picking\r\nyour keywords, if you don't test them in practice, you can never know for sure if they\r\nwork well or don't. You can pick lucrative keywords with high global search volume and\r\nlow levels of competition and still end nowhere.\r\nFor instance, for this website - webconfs.com we could try optimizing for the\r\nkeyword "Search Engine Optimization". It could take a year or so with a LOT of effort to\r\nreach the first page on Google for "Search Engine Optimization\u201d and still one can never\r\nbe sure this will happen.\r\n\r\nHowever, let's pretend that this happens \u2013 We manage to top Google for "Search Engine\r\nOptimization\u201d after a year of hard SEO work. To our greatest disappointment, even\r\nthe first place for "Search Engine Optimization\u201d on Google did'nt bring the expected\r\nresults because the bounce rate for this particular keyword turned out to be very high.\r\nSince we do not provide SEO Services a lot of people reaching us via "Search Engine\r\nOptimization" may NOT be getting what they're looking for. Instead, lesser popular\r\nkeywords, such as "SEO Tips\u201d or "SEO Guide\u201d might have lower bounce rates and may\r\nactually perform better than "Search Engine Optimization\u201d did for us.\r\n\r\nThe result is not surprising but the price paid is. If we had launched an AdWords\r\ncampaign, it would have saved a lot of trouble. We could have spent $20-50 on AdWords\r\nfor "Search Engine Optimization\u201d and it would have taken us a week or less to figure that\r\nthe bounce rate for this keyword is very high and it makes no sense to do organic SEO for\r\nit. These $20-50 on AdWords would have spared a year of wasted SEO efforts.\r\n3. For Getting a Better CTR with Your Existing Rankings\r\nIn addition to keyword research, AdWords is a valuable tool for getting a better CTR\r\n(Click Thru Rate) with your existing rankings. You might rank well for a given keyword,\r\nget a lot of traffic, and still be unable to monetize this traffic because your CTR is low.\r\nThe reasons for this might be various but inadequate title and description could be a very\r\npossible reason.\r\n\r\nAdWords can also help you get better CTR with your existing rankings. For instance, if\r\nyou run ad AdWords campaign and you are satisfied with the conversion\/performance,\r\nyou might want to keep changing your ad title and description until you feel you have\r\nreached the maximum CTR for your keywords.\r\n\r\nSure, it might take you a couple of tries till you find the winning combination of a title\r\nand a description and you might even lower your CTR in the process but once you\r\nfind this magical combination of a title and description, just copy them as the title and\r\ndescription for your page in order to maximize your organic search CTR as well.\r\n4. For Geographic Targeting\r\nOne more good use of AdWords for SEO is geotargeting. If you bid on traffic from many\r\ngeographic locations, you can use Google Analytics to compare how different locations\r\nconvert. It is quite natural to have significant discrepancies in the conversions for the\r\nsame keyword among the countries.\r\nWhen you go to Google Analytics and see which countries are converting best, you can\r\ninvest more effort in them. For instance, you can create local pages for these countries or\r\ntarget the geo-specific keywords with exceptionally good conversion rates.\r\n\r\nAdWords is a really valuable tool not only for advertisers. It started as a tool for advertisers but its use is not restricted to them alone. For many publishers and SEO experts AdWords is the most valuable tool because even a moderate AdWords campaigncan give you valuable insights and save you a lot of time and money to optimize forwords, which don't work for you.