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In the article “Google Ads or SEO activities? What should we do?” we have introduced the possibility of using AdWords to understand which keywords to focus our SEO activity on.

Let’s see where this need comes from and how it can be transformed into operations.

Unfortunately, for a few years now, Google has understood that the “Traffic Sources – Organic Traffic” tab in Analytics has great value. We should know better by now.

In the Internet age the value lies in profiling and selling information rather than selling products

Google gives us the possibility to use free of charge its search engine, mailboxes, suite of “office” products (Google Docs, Google Sheets, Google Slides), and the same is valid for Search Console, Analytics, Data Studio, Maps, My Business (just to name the most famous applications). But actually, I improperly used the term “free of charge” because our currency of exchange is personal information which is transformed into big data to be put on the market.

Until a few years ago, a small segment of this information was also available to us web marketers, and specifically, I am referring to the information on the organic traffic that landed on our site and which could be used to optimize our communication, SEO, and campaigns. But since it is valuable information, after some time Google replaced 90% of the information it provided us with “not set” or “not provided” labels, hiding from us information on what are the keywords by which our users come to visit our site. We therefore just have to find an alternative way to understand how to win the attention of our readers.

Here, therefore, PPC campaigns appear to demonstrate their first usefulness: in Google Ads, the “search terms” are not “hidden” like happens in Analytics, they are available to those who manage the campaigns. While everyone therefore thinks of Google Ads as a tool to buy traffic to the site, you should consider the idea of using Google Ads also as a tool to implement “exploratory campaigns” that allow you to understand which keywords are of the greatest value for your business, those on which there is greater competition, and perhaps also identify long-tail keywords characterized by low competition.

This information will therefore not only be useful for having increasingly precise campaigns, with increasingly high conversion rates but also for understanding the level of competitiveness of the chosen keywords, having an estimate of the traffic value generated by them, and identifying those to which each target appears to be most sensitive. All valuable data that we could also use to plan our SEO activities, our content, and our communication on the web.