Most larger companies will run both a paid and a natural search campaign through Google. Paid search can either be run in house, or if you don’t have the resource or knowledge you can use a search agency. It is however a great idea to run both your PPC and SEO campaigns with the same agency, this way they can use the data within the paid search campaign to aid their natural campaign and vice versa.

One great tool to discover new SEO keywords from your PPC account is the search based keyword tool. Firstly you should login to your Google Adwords account then open the search based keyword tool. You should then be able to pick your site from a drop down list and click on find keywords.

This tool will then provide you with a long list of keywords from your Adwords campaign. Each keyword comes with the following metrics of data:

• Monthly searches
• Competition
• Suggestion bid
• Ad/Search Share

The most important parts of data from this list are monthly searches and Ad/Search share, you can actually use this data to discover niche keywords for your SEO campaign, that you were not aware of before.

To discover these niche keywords you should export this keyword list to Excel and then filter the list by ‘monthly searches’ and ‘Search Share’. You should look to filter the search share by anything between 50-75, and search volumes over 200 a month.

This will provide you with a list of keywords that appear on the first page 50-75% of the time, and have high monthly searches in Google. This gives you a great starting point to push more long tail SEO keywords which are one the first page of Google, but can be pushed higher through SEO to improve your sites visibility in the search engines.

Doing this means you are actually using all the keyword research your PPC account manager has undertaken to help your SEO campaign. Not only this the data you are analysing is real data from your account and hence is more trusted than other methods of analysing websites.

This way of analysing keywords for SEO only works for clients who have both an SEO and PPC account. I will be reviewing other ways of analysing this data soon, so watch this space.