Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
Multilingual SEO - #seopodcast 124
Your Friendly Neighborhood Top Position Snatchers discuss International and Multilingual SEO. Specifically we discuss Spanish and SEO from Puerto Rico.
Key takeaways
- Optimizing a landing page for a specific keyword phrase like water heater repair lowers AdWords cost-per-click and raises quality score.
- Use PPC impression data from AdWords as a more accurate demand signal than the Google Keyword Tool search volume estimates.
- If a paid keyword converts well, dedicate an optimized page to it and build organic SEO visibility for that phrase.
- For multilingual sites, use Google Analytics to pull folder-level traffic reports by language to decide which translations are worth the cost.
- Spanish speakers in the United States tend to search in English, but sites serving Spanish-speaking countries should still use proper translated content.
the low-quality score always equals a higher cost per click
About this episode
Your Friendly Neighborhood Top Position Snatchers discuss International and Multilingual SEO. Specifically we discuss Spanish and SEO from Puerto Rico. We also discuss the new value Google has placed on High Landing Page Quality for PPC campaigns. The most popular PPC Houston podcast on iTunes. E-Webstyle provides Houston SEO .
Questions this episode answers
How does Google AdWords quality score affect cost per click?
A low quality score always equals a higher cost per click. Google rewards ads whose landing pages are relevant to the search term with better placement and lower costs. Optimizing the landing page with matching content, URLs, images, and H1 tags improves quality score and brings cost per click down.
Should you bid on paid search keywords you already rank for organically?
The hosts debate this and lean toward keeping bids if the budget allows, reasoning that two positions on a page are better than one. If budget is tight, shift spend toward keywords where organic rankings are weak and pause bids on terms already ranking well organically.
How can site search data improve SEO and PPC keyword strategy?
E-commerce and other sites with internal site search can query that data from the back end to see exactly what visitors are searching for after landing on the site. Those real-user queries can then be used as keyword targets for both SEO optimization and paid search bidding.
How should a multilingual website decide which language versions to maintain?
Pull Google Analytics reports filtered by language folder, such as the AR folder for Arabic pages, to see page views and the countries generating that traffic. That data lets site owners make cost-based decisions about whether to continue paying for professional translation of each language.
In their words
the low-quality score always equals a higher cost per click. That's kind of how it works. And so, instead, if your phrase is water heater repair, your landing page, URL should be water heater repair. You should have water heater repair content on this page.
Host
if you're bidding on a phrase and it's working and it's converting into, you know, paid clients or leads or whatever your, whatever your, you know, action is, optimize for that phrase.
Guest
4,000 impressions is a better number to go with than your decision making over the 30,000 searches that seem to be available.
Guest
Terms defined in this episode
- Quality Score
- A Google AdWords metric that reflects the relevance of an ad, keyword, and landing page. A low quality score raises cost per click and can cause ads to rarely be shown.
- Landing Page Quality
- A measure Google uses in AdWords to assess whether a landing page is relevant to the keyword and ad. Higher quality earns a boost in the ad auction and lower cost per click.
- Cannibalization
- In paid search, bidding on keywords for which you already rank organically on the first page, raising the question of whether paid spend duplicates free organic traffic.
- Content Gap Analysis
- Matching PPC keyword data against targeted SEO keywords to find phrases that rank poorly or not at all organically, then focusing resources on closing that gap.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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