Search engine optimization (SEO) efforts can be improved by paying attention to “pay per click” (PPC) data. While using tools such as Google Analytics gives only a partial view into user behavior, there is data available that is advantageous for the savvy professional. It is important to evaluate your current keyword reports, understand how PPC data can help guide your SEO efforts, and have a vision of how to move forward.
Typically, if a web page performs well in a PPC campaign, this performance should translate to high rankings in organic, or not-advertiser supported, listings. If you use Google Analytics, then you can use the Acquisitions functionality to determine which pages are doing best. You can identify which page/keyword combinations are most successful depending on the criteria you set to measure success. You can also identify associated keywords that are driving users to certain landing pages.
As you learn how PPC keyword/landing page combinations affect where your site appears in an organic search result listing, you formulate strategies for future success. You want to ensure that the PPC and organic landing pages are the same and that your content drives further linking and social sharing. It is not always possible to determine if someone who Googled a particular phrase and found your site actually spent any money. However, it is possible to determine who is clicking an organic listing and what they do after they land on your page.
The rise of Google and its analytical tools has placed page-level tracking at the forefront of SEO efforts. SEO professionals must know how pages are ranked and use a variety of sources to refine their understanding of web site performance as well as to develop strategies for the near future. Google will continue to refine and expand the tools they offer; SEO professionals must stay on top of these changes to be successful.
Source: Search Engine Watch