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SEO & SEA: maximize your visibility on Google

Although these two levers are opposed, there is a synergy between SEO and SEA that allows for successful search engine results.

Both SEO and SEA are two essential levers in a digital strategy. Although these two levers are opposed, there is a synergy between these two strategies which allows obtaining fruitful results on the search engines.

So how do you combine SEO and SEA in your digital strategy? Find out how the combination of natural referencing and paid referencing can be beneficial for your visibility on search engines.

SEO, LONG-TERM VISIBILITY

Also called natural referencing, SEO (Search Engine Optimization) is a technique for improving the positioning of one’s website on the SERP (Search Engine Results Page) in other words, the search engine results pages.

By definition, natural referencing consists of having a website referenced on the SERP thanks to SEO techniques based on three pillars: technique, semantics, and net linking.

The development of a natural referencing strategy goes through several stages. First, the SEO expert takes stock of the situation through an SEO audit. It will therefore analyze both the technicality (page loading time, site structure …) but also the present content (the good use of keywords, the quality of the content …) as well as the netlinking of the site. (inbound and outbound links, internal networking, etc.) in order to verify that these three key factors meet Google’s SEO criteria. Finally, thanks to this analysis, the SEO expert develops and manages an SEO strategy to achieve the expected objectives.

While SEO is a long and tedious process, it’s also a great way to achieve long-term results.

THE BENEFITS OF SEO

The overhaul of the architecture, the creation of content, or the implementation of a netlinking strategy are optimizations among many others that improve the positioning on the SERP. The implementation of these optimizations has many advantages:

Better long-term profitability

Building an SEO strategy can take time and the first results are felt, usually after a few months. Patience is essential, but the efforts will pay off!

The natural referencing strategy allows visibility over time while minimizing acquisition costs.

Maintain the position of a website

A well-established SEO strategy leads to lasting results! Once the site is positioned and good SEO practices are in place, the site’s position should be maintained. Unlike SEA, SEO allows you to register your visibility over the long term.

The quality of the site

The criteria for obtaining a good referencing guarantee a qualitative technical basis. Google favors sites that meet certain criteria such as structure, loading time, quality content, and, more recently, an optimal user experience with the Core Web Vitals update.

Qualified traffic

By implementing an editorial strategy based on SEO, a website responds to the search intentions of its target. Indeed, an editorial strategy involves a keyword strategy. This selection of strategic keywords responds to the requests of targeted Internet users. Therefore, organic SEO helps generate sustainable qualified traffic.

THE DISADVANTAGES OF SEO

While SEO has many benefits, it also comes with limitations.

Demand time

Strategic thinking and the deployment of an SEO strategy takes time. Actions to obtain an SEO-friendly site can represent more or less substantive work depending on the problems encountered. These SEO optimizations therefore require time but also solid knowledge in the field.

Requires expertise

SEO is a real job! A good SEO strategy is the result of the collaborative work of a multidisciplinary team: SEO expert, web editor, project manager … This is why it is common for the SEO work of a website to be entrusted to an SEO agency.

In addition, piloting an SEO campaign requires a range of technical tools that can represent a significant financial cost for a company but also expertise to master them.

It’s not an exact science

SEO depends on many factors that remain uncertain. For example, Google’s algorithm is constantly evolving. A site cannot remain in its position without adapting to the updates of the algorithm.

A website can very well position itself on the first position of a target query and then experience a drastic drop in the SERP because of an update deployed on Google’s ranking algorithm. Uncertainty hangs over this lever, which is why adapting remains the keyword in this discipline!

SEA, A PROFITABLE STRATEGY

SEA, for Search Engine Advertising, also called paid referencing, consists of serving paid ads on the SERP to gain visibility. Advertisers pay to run ads at the top of the results using an auction system. Several types of auction exist: cost per click (CPC), cost per thousand (CPM), or cost per acquisition (CPA).

SEA is an effective lever to gain visibility quickly. However, this strategy requires solid SEO skills because it requires continuous optimization work to improve its relevance.

SEA remains a temporary lever, unlike SEO. Indeed, once the ads are deactivated, they stop being displayed and therefore generate traffic.

THE ADVANTAGES OF SEA

Fast results

SEA allows the website to be positioned quickly and therefore to obtain results as quickly as possible.

Thus, to promote a product on promotion or a limited offer, SEA is the most effective acquisition lever. With just a few clicks, you can broadcast ads on strategic requests while controlling your budget.

Collect important data

A SEA campaign collects important data. Results tracking makes it possible to analyze the type of ads on which the Internet user has clicked, his behavior, or the type of content that prompted him to carry out a conversion action.

The correct configuration of a SEA campaign generates data that can be useful for other marketing actions.

Budget control

Before launching a SEA campaign, a budget should be allocated to run ads on the SERP. Indeed, it is preferable to allocate a budget envelope before any launch in order to control costs. So you know what you’re spending and can set a maximum cost for a lead. So there is no surprise!

THE DISADVANTAGES OF SEA

Traffic dependent on a budget

The strength of this leverage is undoubtedly in the ability to generate traffic to a website quickly. However, this leverage depends on the budget allocated by the advertiser! All the more so since this lever remains very dependent on an advertising network and requires a permanent financial investment. Without a budget, more traffic!

The cost of SEA

Each click has a cost and this can quickly add up to the competition. We must therefore carefully think about the strategic axis we want to take to limit costs. Calling on a SEA agency allows you to bequeath strategic thinking and campaign management while controlling your advertising budget.

COMBINE SEO AND SEA IN A DIGITAL STRATEGY

When developing a search marketing strategy, it is legitimate to ask what is the most profitable lever? Even if SEO and SEA seem to be opposed, these two levers allow you to achieve your objectives thanks to their complementarity.

SEA is an excellent way to fill the lack of visibility on certain keywords where SEO is not performing. For example, paid referencing is the most relevant lever when launching a site since the first results of natural referencing require longer waiting times. The SEA strategy will allow you to generate leads quickly while working on SEO at the same time. In addition, the data collection by the SEA makes it possible to identify areas of optimization for the SEO strategy.

Do you want to set up an effective acquisition strategy? Contact the OnlineMediaTrend team who will be able to answer your questions.

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