This weeks Lead Generation Tip is all about keywords for ads vs SEO

It is a keyword paradox. Some keywords are great for ads, but are terrible for SEO.

I have a client who spends around $2k a month for Google Ad words.
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Ads consistently bring in 5-7 qualified leads with 2-3 converting to become clients. The adword that is bringing in the most leads is not converting ANY, I mean ZERO for organic.

Why? Let's break it down.

The Tale of Two Search Strategies 🔍

Let's use "therapists" as our example (but this applies whether you're a plumber, financial advisor, photographer or any service business).

Why Broad Terms Work Like Magic for Google Ads ✨

When someone searches "therapists":

• Your ad appears INSTANTLY at the top (hello, prime real estate!)

• You grab attention from people actively seeking help

• Leads start flowing immediately

• The conversion rate can be stellar despite higher cost-per-click

This is why these broad industry terms often deliver surprising ROI despite their competitive cost.

Why These Same Terms Are an SEO Nightmare 😱

That identical keyword faces a completely different battle for organic rankings:

• Paid ads already hog the top positions

• Google features like maps, "People also ask" boxes, and directories push organic results waaaay down

• You're up against WebMD and Psychology Today (good luck with that!)

• Even if you rank #1 organically, you are at the bottom of the search results page.

⬇️ Look at this. If you google Therapists, there are:
- 3 ads
- Map Pack
- 2 organic listings from Psychology Today
- Finally a local therapy office all the way at the bottom of the page.

Your Smart Two-Pronged Approach 🧠

So what do you do?
For your paid strategy:
• Embrace those broader industry terms that convert
• Let these ads capture immediate visibility
• Keep an eagle eye on your cost per acquisition

For your organic strategy:
• Go longer and more specific ("cognitive behavioral therapist for teens")
• Add location when it makes sense ("therapist in Charlotte specializing in anxiety")
• Target specific services ("EMDR therapy for trauma")
• Address specific needs ("therapist for new moms with postpartum depression")

Why This Actually Works 🎯

This strategy lets you:
• Get immediate visibility through paid ads
• Build sustainable organic traffic without competing for impossible terms
• Capture different segments of your audience
• Stop wasting money trying to rank for terms that never will

Quick Action Steps for This Week:

1. Identify your 3-5 broad, high-converting industry terms for paid campaigns
2. Develop a separate, more specific keyword list for your organic content
3. Track which channels deliver the best cost per acquisition
4. Adjust your budget based on what the data tells you

Stop trying to force organic rankings for terms that were born for paid campaigns. Your marketing budget (and sanity) will thank you!

Have questions about your keyword strategy?
Hit reply - I read every email!
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Cheers! Meg

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PS. I am planning new content for Search Party and Social. Let me know which SEO knowledge gap is hurting your business growth the most?

1. Content strategy & creation
2. Technical website optimization
3. Traffic analysis & reporting
4. Local business visibility

💡 Reply with a number, your answers will help me plan new content.