How PPC Retargeting Strengthens Conversion Rates

Most users do not convert on their first visit. They compare options, get distracted, or simply need more time before making a decision. Without a PPC retargeting strategy in place, those valuable visitors are often lost to competitors who continue the conversation through strategic remarketing campaigns.

Retargeting ads support this by keeping your brand visible across search engines, social platforms, and display networks after the initial website visit.

When users see relevant messaging based on their previous interactions, trust increases and hesitation decreases. Someone who viewed a pricing page may respond well to a testimonial-based remarketing campaign, while a user who abandoned a contact form may convert with a limited-time offer.

This level of targeting makes paid search retargeting far more effective than broad audience advertising. Instead of chasing cold traffic, you are investing in warm leads who already know your business. 

The Role of Retargeting in your PPC Strategy

A successful full-funnel PPC strategy ensures that users receive the right message at the right time. Rather than treating every visitor the same, remarketing campaigns allow businesses to segment audiences and personalise ad delivery based on behaviour.

This approach improves both click-through rates and conversion rates while lowering customer acquisition costs. For companies competing in high-cost industries, this can be the difference between profitable campaigns and wasted spend.

How Retargeting Works With SEO

If organic visitors leave without converting and are never re-engaged, you have lost a potential conversion. By incorporating retargeting, you are reengaging the customer beyond the first click.

Combining organic traffic growth with remarketing campaigns creates stronger long-term performance. SEO brings users to the site, while PPC retargeting helps convert them. Together, they work to regain lost traffic over time and generate more leads over time.

Why Changing URLs Matters for SEO

Search engines treat each URL as a unique page. When you change a URL without proper redirection, search engines see it as a completely new page. This means any authority, rankings, and backlinks associated with the old URL can be lost.

From an SEO perspective, URLs hold value because they accumulate trust over time. If a page has earned backlinks or ranks well for certain keywords, changing its URL without a plan can reset that progress. This is why careful planning is essential before making any structural changes.

At the same time, there are valid reasons to update URLs. You might want shorter, cleaner links, better keyword targeting, or a more logical site structure. When done correctly, these improvements can actually enhance your SEO performance rather than harm it.

What Are Redirects and Why Are They Important?

Redirects are instructions that automatically send users and search engines from one URL to another. They act as a bridge between your old content and its new location. Failing to implement redirects can result in broken links, lost traffic, and a poor user experience. They are a fundamental building block of technical SEO.

The most important type for SEO is the 301 redirect, which signals a permanent move. A 301 redirect passes most of the SEO value from the old URL to the new one, helping preserve rankings and link equity. Without it, visitors may land on broken pages, and search engines may drop your content from their index.

Redirects also improve user experience. If someone clicks an old link from a blog post or bookmark, they are taken to the updated page instead of encountering a frustrating error page.

Best Practices for SEO-Friendly URL Changes

Planning is the most important step when changing URLs. Before making any updates, you should map out all existing URLs and identify their new destinations. This ensures that every old page has a corresponding redirect and nothing is left behind.

It is also important to keep URLs simple and descriptive. Clean URLs that include relevant keywords are easier for both users and search engines to understand. Avoid unnecessary words, numbers, or symbols that do not add value.

Consistency is another key factor. If you are updating your URL structure, apply the same logic across your entire site. This creates a clear hierarchy and improves crawlability.

Testing should not be overlooked. After implementing redirects, check that they are working correctly and leading to the intended pages. Broken or incorrect redirects can cause confusion and negatively impact SEO performance.

You should also make the effort to update your internal links on your site. Whilst your redirects will handle any clicks to URLs no longer in existence, a direct link from page to page will always be preferable for search engine crawlers and prevent long-loading redirect chains appearing over time.

Redirect chains happen when one URL redirects to another, which then redirects again. These chains can slow down page loading times and dilute SEO value. It is always better to redirect directly to the final destination.

What is Screaming Frog?

Screaming Frog SEO Spider is a desktop-based website crawler that provides a detailed analysis of various SEO elements on a website and is a staple tool of SEO professionals worldwide.

By crawling your website (or those of your competitors), Screaming Frog gathers valuable data and presents it in a user-friendly format, allowing you to easily identify areas of improvement or assess your site’s current health.

Screaming Frog offers both a free version, which crawls 500 URLS, and a paid version which offers unlimited website crawls.

Without Screaming Frog, you’re faced with the often herculean task of manually cataloguing all pages on your website, and all the associated meta data. This can be extremely time-consuming – especially with larger websites or sites where the pages change regularly (for example, if you’re managing SEO for an Ecommerce website), and may lead to you missing an important change to your website that can impact your SEO, such as a dodgy redirect or broken link.

Screaming Frog condenses all this data into a simple dashboard or spreadsheet that can be exported and shared with your team.

Screaming Frog’s Standout Features

As an SEO tool, Screaming Frog offers a range of features that can be incredibly beneficial to your overall SEO strategy.

Crawling Site URLs

One of Screaming Frog’s core capabilities is its ability to crawl your website and report on every URL it discovers. If you’re using the free version, the crawl is limited to 500 URLs, while the paid version removes this restriction.

During a crawl, the tool collects detailed information about each page, including:

• Status codes (200, 301, 404, etc.)
• Page titles and meta descriptions
• Canonical tags
• Header tags
• Content type and size

This makes it much easier to identify technical issues such as broken pages, redirect chains, or pages that are unintentionally blocked from search engines. It also provides a clear overview of how search engines might interpret your site.

Visualise Your Site Structure

Understanding how your website is structured is crucial for both usability and SEO. Beyond the main table view, the tool includes visualisations such as crawl diagrams and directory tree views, allowing you to see how pages connect within your site architecture. These visual insights can highlight structural issues like pages that are buried too deep within the site or areas where internal linking could be improved.

Generate XML Sitemaps

Screaming Frog can generate XML sitemaps directly from your crawl data. Sitemaps help search engines discover and understand the structure of your website by listing the URLs you want indexed.

Analyse On-Page SEO Elements

The tool also provides detailed analysis of key on-page SEO elements. It scans your website for important optimisation factors such as:

• Title tags
• Meta descriptions
• Header tags (H1, H2, etc.)
• Image alt text
• Content length

By highlighting missing, duplicate, or overly long elements, Screaming Frog allows you to quickly identify areas where pages may need further optimisation.

Internal and External Link Analysis

The crawler scans both internal links (links between pages on your site) and external links (links pointing to other websites). This makes it easy to identify any broken links, redirect chains, orphan pages, and plan improvements to your internal linking structure.

How Screaming Frog Can Transform Your SEO Strategy

Screaming Frog can significantly enhance your SEO strategy by providing comprehensive site audits that identify and rectify various issues affecting your website’s performance. The tool’s keyword mapping and on-page optimisation features allow for detailed analysis of meta tags, headers, and on-page content, ensuring that keywords are mapped effectively to improve search rankings. Additionally, Screaming Frog’s ability to analyse your link profile helps you evaluate both internal and external links, identify broken links, and assess anchor text distribution. This thorough examination is crucial for maintaining a healthy link structure.

Screaming Frog aids in enhancing your site’s structure by evaluating the hierarchy of your content and identifying opportunities to improve navigation, thereby enhancing user experience. The tool’s seamless integration with other essential platforms like Google Analytics and Search Console further enriches its utility, providing a holistic approach to managing and improving your website’s SEO.

What Is Onsite SEO?

Onsite SEO involves optimising elements within your own website to ensure that search engines can easily understand, crawl, and rank your content. This includes both technical aspects, like improving site speed and mobile-friendliness, and content optimisation, which focuses on ensuring your text, images, and metadata are relevant to search queries.

Google and other search engines are continually refining their algorithms to provide users with the most relevant and high-quality content. Onsite SEO helps search engines understand what your website is about, whether it’s relevant to a particular search query, and how it should be ranked compared to competitors.

What Are the Benefits of Onsite SEO?

Simply put, a website with strong onsite SEO often enjoys higher rankings, as the content and structure of the website abides by the criteria search engines are looking for. However, it’s not all about the algorithm. Often, sites that prioritise onsite SEO are well-optimised, load faster, and are easy to navigate, as well as being full of high-quality content. These sorts of sites resonate well with search engine audiences, resulting in an increase in user engagement and higher quality traffic.

The Key Elements of Onsite SEO

When thinking about onsite SEO, there are several elements to consider. Whilst these will not form a comprehensive onsite SEO strategy, and you should always tailor your approach to suit your needs, for example, addressing the findings of your most recent SEO audit, there are some common areas that should always be at the forefront.

A good place to start is with the overall URL structure of your website. Your website’s URL structure plays an important role in helping search engines and users understand your pages. A clear, descriptive URL improves your chances of ranking higher. Lengthy, random strings of characters will not accurately reflect the intent of your content. For example, the URL for this page is https://www.bespoke-digital.co.uk/guides/onsite-seo. At a glance, this is a far better indicator of what you can expect to read on this page than https://www.bespoke-digital.co.uk/guides/article-57-october-2024. For guidance on how to choose your URLs, look at your primary target keywords – but ensure that it is relevant, and avoid lengthening your URL by adding too many keywords.

On the subject of internal linking, do not forget your internal linking structure. Internal links are hyperlinks that point to other pages within the same website. They help search engines crawl your site more efficiently and allow users to navigate between relevant content. When thinking about infusing your content with internal links, you will get the most benefit from using descriptive anchor text that contains keywords related to the page you are linking to rather than more generic terms like “click here”. Ensure your internal links lead to related content that adds value to the reader, but be wary of overstuffing your content with links and confusing both users and search engines alike.

We have spoken before about the importance of optimising your meta elements, but it bears repeating. Title tags and meta descriptions are critical components of onsite SEO, as they are the first things users see when your page appears in SERPs. Both should be compelling and contain relevant keywords to increase the chances of click-throughs. Consider your title tag, your meta descriptions, and your heading tags, and whether they are appropriately optimised for your target keywords.

Above all, you need to consider your content. The primary goal of search engines is to deliver the most relevant, high-quality content to users. Therefore, your content needs to be optimised for both users and search engines, abiding by the guidelines search engine algorithms are looking for to rank and understand your content. At the core of your content strategy should be a robust keyword research campaign that considers what your target audience is searching for, and incorporates these terms naturally and effectively into the text.

You ought to also consider your image optimisation. In terms of SEO, this often involves including a descriptive alt text for each image on your website, which is not only useful for search engines, but improves overall site accessibility for the visually impaired. However, you should also consider the file size of each of the images you use. Large images can slow down your site, so it pays to ensure smaller, compressed images are being used.

Why PPC Data Is So Valuable for SEO

Unlike SEO, which takes time to show results, PPC delivers immediate performance data. Within days or weeks, you can see which keywords attract clicks, which ads convert, and which search terms lead to meaningful engagement. This makes PPC an ideal testing ground for SEO decisions.

For SEO teams, one of the biggest challenges is prioritisation. With thousands of potential keywords and content angles to explore, it’s not always clear where effort will have the greatest impact. PPC data helps reduce this time by highlighting keywords and themes that already demonstrate commercial intent and real user interest.

By analysing PPC performance, SEO strategies can be shaped around what is proven to work, rather than assumptions about what might perform well organically.

Using PPC Keyword Data to Refine SEO Targeting

Keyword research is the foundation of any SEO strategy, but traditional SEO tools often focus on search volume and competition rather than conversion quality. PPC data adds an extra layer of insight by revealing how users behave after clicking.

Paid search campaigns show which keywords drive conversions, which lead to long dwell times, and which generate poor-quality traffic. These insights can be used to refine SEO keyword targeting, ensuring organic efforts focus on terms that attract users who are more likely to engage, convert, or move further down the funnel.

PPC search term reports are particularly useful here. They uncover the exact language users are typing, including long-tail queries and variations that might not appear in standard SEO tools. These real-world search terms can inspire new content ideas, improve on-page optimisation, and help capture organic traffic that competitors may be overlooking.

Utilising PPC Messaging Insights

Ad copy is another rich source of insight for SEO. PPC ads are constantly tested and refined to maximise click-through rates, which means high-performing ads often contain messaging that resonates strongly with users.

By reviewing which headlines and descriptions perform best in PPC, SEO teams can improve title tags, meta descriptions, and on-page headings. Language that drives clicks in paid search often performs just as well, if not better, in organic search results.

PPC data can also reveal which value propositions matter most to your audience. Whether users respond to pricing, features, speed, reliability, or support, these insights can be reflected in SEO content to better align with user expectations and search intent.

What Is a Content Audit and Why It Matters

A content audit is a systematic review of all the content on a website, including blog posts, landing pages, service pages, and resource content. The goal is to assess performance, relevance, accuracy, and alignment with business objectives. From an SEO perspective, content auditing helps identify thin content, keyword cannibalisation, outdated information, and missed ranking opportunities. From a user perspective, it ensures that visitors are finding useful, consistent, and trustworthy information.

Content audits matter because websites naturally accumulate clutter over time. Old blog posts lose relevance, service pages drift away from search intent, and internal linking structures weaken as new pages are added. A regular content audit prevents this decay and keeps your site aligned with both search engines and users.

When to Perform a Content Audit

There is no single moment when content auditing becomes necessary, but there are strong signals. A drop in organic traffic, stagnating keyword rankings, or declining engagement metrics often point to content issues rather than technical SEO problems. Content audits are also essential before a website redesign, during a rebrand, or when expanding into new service areas or markets.

Content auditing should be part of an ongoing SEO strategy rather than a one-off project. Search algorithms evolve, user expectations shift, and competitors constantly update their content. Auditing content regularly allows websites to adapt proactively instead of reacting to performance drops after the fact.

How Content Auditing Supports SEO Performance

From an SEO standpoint, content auditing helps identify pages with strong backlink profiles but poor rankings, which often need on-page optimisation rather than replacement. It uncovers keyword gaps where pages rank on page two or three and can be improved with better structure, clearer intent matching, or updated information. It also highlights duplicate or overlapping content that may be competing against itself in search results.

Another key benefit is internal linking optimisation. By strengthening internal links from high-authority pages, you can improve crawlability and distribute ranking power more effectively across the site.