Yes, Google Adwords is a great way to build traffic and grow sales quickly. Yes, SEO and SEA are two complementary marketing strategies.

But did you know that Google Ads will allow you to optimize your SEO?

If the answer is no, I invite you right away to find out how Adwords can help you improve SEO the natural visibility of your site.

Know your reputation with precision

More precise than Google Trends or Google Search Console, launching an Adwords campaign with your brand keyword allows you to know precisely the number of searches on the latter and thus assess its notoriety.

It could not be easier. Prepare a campaign with the basic settings by putting your brand or your company name without geographic targeting or at least. Leave flexibility in the budget to get enough data (especially if competitors have fun using your Name for their own ads).

To improve your geographic targeting

One of the great benefits of Google ads is its geographic targeting. Indeed, carrying out campaigns in different countries can allow you to spot untapped SEO potential.

Imagine. You market an original product via your online store in England, Belgium and Switzerland. Currently, you have worked well on the SEO of the French site and want to know if your company really has development potential in these 2 other countries. By examining the requests entered by Belgian or Swiss Internet users and the associated performance, it will be easier for you to determine if it is time to work on your local SEO in these countries.

To find keywords

The keyword planning tool provides ideas for queries. On the other hand, like any free tool there are limits like the fact that the number of monthly searches is imprecise.


To identify the keywords sought by your targets and to know the “real” search volume, nothing better than advertising on Google and then looking at the statistics of the keywords in the search terms report (to see which words triggered your ads to appear).


Many SEO specialists use tools like SEMrush or Yooda Insight but there are still a few caveats. First, these tools only provide an estimate of the average number of monthly searches over a 12-month period. Then, as we can see on the two screen prints below, there is a big difference between the data: from simple (1900) to triple (6600).


As you can see, the data from your Google Adwords campaigns is a gold mine for your future SEO optimizations by giving you a volume of research on your keywords closer to reality.

On the other hand, to know the level of competition of a query, it is best to type in Google allintitle: keyword (example: allintitle: web agency paris) rather than looking at the competition column in Google Adwords.

To identify the most efficient requests

By launching an advertising campaign on Google, you will be able to quickly identify the keywords and key phrases typed by Internet users who have generated the best conversion rates.

After this survey and a positioning audit, you will be able to focus your SEO work on the queries that bring you better results.

To define your content

The keywords typed by the Internet users that you have at your disposal in Google Ads can allow you to list themes and content ideas to write on your blog and even build FAQs or guides thanks to queries in the form of questions.

To optimize your descriptions and titles

Testing multiple variations of Adwords ads can find the ones that perform best. Ads that get the best CTR should be an inspiration to optimize your title and description tags.

So think of your meta description and title tags as advertisements will increase the click through rate of your natural links.

To assess SEO relevance

It is entirely possible to estimate the relevance of a page in natural referencing thanks to the Quality Score. This indicator rated from 1 to 10 for each keyword in the account gives a general idea of ​​the quality of Adwords ads.

You should know that three factors determine this level of quality: the expected CTR, the relevance of the ad and the usability of the landing page. This last element represents 40% of the quality score.

On the new Google interface, to display the statistics of these factors, you must click on Keywords in the page menu then in the “Status” column and finally, mouse over the status of a keyword or display the quality level column.

The usability of the landing page indicates whether your page offers a pleasant user experience to users who have clicked on your ad and are redirected to your website.

If it is above average, this means that your landing page is relevant, useful and includes the same query used by the user, but also that it is well structured.

In terms of SEO, this means that the title, url, h1, h2, “alt” attributes of the images and the content of your landing page are relevant and can be used for SEO optimization of a page.

To assess the ROI of keywords in SEO

By crossing certain data from Google Ads with that of the Search Console, we can estimate the potential turnover by keyword thanks to the following KPIs: CTR, potential traffic, conversion rate, number of potential conversions and the position of the keyword.

To improve landing pages

To optimize the performance of a page, there is nothing better than performing tests.
The functionality of A / B testing on Adwords can detect the most relevant queries and the best performing page.

Thus, by launching A / B tests, you will be able to orient your SEO optimizations and improve your pages.

To set up a netlinking strategy

Ad data on Google can be used as part of a backlinking strategy by using queries with a quality level of 8 or higher as anchor text.

Also, Google Adwords can be a great way to get ideas for backlinks thanks to the performance report of the placements (available for your campaigns on the display network).

Indeed, thanks to this report, you will have the list of pages where your display ads appeared. By picking up sites whose theme is close to yours and focusing only on those who have brought you visits and conversions, you will get some ideas for future backlinks. After that, all you have to do is contact the company for a link exchange, for example.

As a reminder, the popularity of a site thanks to its quality backlinks is a criterion that Google takes into account for the positioning of a site.


I imagine that thanks to our article, you are convinced of the importance of SEA to improve the SEO of your website. Now the next step is to analyze your Adwords data in depth in order to draw conclusions to optimize your SEO.

Also note that our SEA experts can assist you in carrying out these missions.