Most businesses don't realize that search ads can do a lot more than just bring in traffic. The full potential of search ads, like Google AdWords & MSN Advertising, would fill more than a few articles. So here we'll just look at one use - improving your SEO focus. How? Read on.

Typically, choosing keywords and phrases for your site is done through research. You find out what keywords seem to be drawing traffic, or searches, in your industry. You look at your website stats to see what's bringing visitors in. You brainstorm and try to figure out what phrases are being used by prospects that are 'serious'.

There's nothing wrong with that. As everyone knows, or should know, the search engine world is based on educated guesswork and theories like any other marketing. At least at the outset of your SEO work.

The Gold Is In The Numbers

What search advertising offers is a way to track your keywords - to see what's turning into Sales. That data is pure gold to you. As many have found out, the high traffic keywords aren't necessarily the high conversion ones. The trick is actually keeping track, though. That means using Web Analytics, or at least a simple 'Mark in the conversion column when they use my contact form' code snippet.

Those snippets can be generated for you in your AdWords account. You just need to cut and paste them into the page that counts as a 'Conversion', whether that's a checkout page or a Thank You For Contacting Us message.

It will take time to gather this data. Therefore you should still do traditional SEO work while you wait to get definitive numbers. That will, at the very least, get you going in the right general direction. Even if the search ad data results in you having to make adjustments to the exact keywords, you'll still be ahead.

The keywords you're already targeting, even if not the best, will still establish your theme/industry/area with search engines. That puts you in position to rank for keyphrases related to your area. At worst, you've still built a foundation for your search positioning.

The One Problem With Online Tracking

The one problem you will face is that many prospects will use other means to complete a 'Sale'. That can mean calling you on the phone for a prospect, copying and pasting your email address to write you online, or coming into your office or store.

It's practically impossible to track these sales to the keyphrase that brought them to your door. It's just a reality we must acknowledge. The fact remains that what you can track usually will tell you what you need to know. What's producing most response and most results.

Next step? Target those keywords in your SEO efforts on site and in your link campaigns. It's that simple. But it doesn't end there. Keep tracking as keywords can have seasons or a lifespan. That can be due to fads, current events or a variety of factors. Like all marketing and advertising, it's ongoing. Keep that in mind and you should do alright.