How can search queries improve SEO and PPC?

Using search queries to improve SEO and PPC starts with looking at what users actually search for, then deciding how content, ads, and landing pages should respond. For SEO, these insights can help refine a page’s focus and identify topics where better rankings may be worth pursuing. For PPC, they can guide changes to keyword targeting, ad copy, and negative keywords to reduce irrelevant clicks. Each can inform the other, but keywords that perform well in paid search should not automatically become priorities for organic search. User needs, intent, and other keyword metrics still need to be checked.

Read the full query before comparing performance

Search queries are the words and phrases users enter, while keywords are the terms marketers choose to target. When analyzing queries, do not focus solely on product names: modifiers, prefixes, suffixes, and syntax can all change the meaning. For example, “what is search engine marketing” and “search engine marketing agency” cover similar topics, but the first seeks information while the second looks for a service.

Google’s developer documentation explains how to create a bubble chart using Search Console data. The chart shows queries’ click-through rates, average positions, and click counts together, with colors distinguishing devices. To analyze the data:

• Set the date range, country or region, and devices to focus on the queries you want to study.
• Use bubble size to identify terms that bring in more clicks, then use reference lines showing the averages to find queries that deviate from the overall pattern.
• Look for terms with rankings below the site average but higher click-through rates. These queries may closely match user needs and warrant a review of the corresponding content, but better rankings do not guarantee growth.

SEO: Refine the content’s focus rather than simply pursuing more clicks

Query analysis can also reveal cases where visitors reach a site but are not its target customers. A 2021 Semrush article presents a hypothetical example: a Miami florist sells tulip arrangements, but its page emphasizes that the flowers come from a Michigan tulip farm, attracting people looking for the farm.

In the example, the florist keeps the origin information but shifts the subheading’s focus to tulip arrangements. The article describes a subsequent decrease in irrelevant clicks and increases in clicks from target queries and conversions; this is an example, not a measured result or a promise of performance. In practice, first check whether queries match the page’s purpose, then review the heading structure, content, title tag, and meta description, rather than adding every traffic-generating term to the page.

At Procrustes, our content services turn the questions customers genuinely care about into articles, with ongoing planning, writing, and updates.

PPC: Adjust campaigns using queries and insights from organic search

Search terms reports can be used to adjust keyword targeting, identify irrelevant or poorly performing terms, and test ad copy that better matches user needs. The language customers use in organic search can also suggest ways to adjust ad copy and landing pages.

When choosing negative keywords, pay particular attention to the query’s context. A 2025 Backlinko article suggests that if a brand already ranks first through third organically for common customer support queries, it could consider excluding support terms such as “login issues” or “forum”. These searchers are usually existing customers seeking help, so directing them to a sales page may not be appropriate.

For seasonal demand, or new services with existing demand but no established organic rankings, consider whether paid search could fill the visibility gap. Not every page that performs well organically needs additional ad spending.