methods to use them in your digital advertising technique?

Discover how to use SEO together with SEA to optimize your search engine visibility…

What is the difference between SEO and SEA?

Even if these 2 domains allow them to be visible on search engines, they do not work radically in the same way.

How SEO works

To quickly define SEO, its goal is to optimize content / website, with the goal of manipulating the interpretation that a search engine like Google can make of it. Many levers can be used for this, which can be grouped into 3 main families:

  • Technique : This is essentially to optimize search and index content that will be positioned on search engines. This brick of natural referencing is the starting point of an SEO strategy. By itself, this does not allow you to overtake your competitors in search results, but to compete.
  • content: Everything is played at this level. Depending on the keyword you’re targeting, you need to understand the intent of searching Internet users using different methods (SERP-enabled features, “other questions” suggested by Google, the type of content offered on the first page, etc.). Once this step is complete, you need to customize the design of your content to best suit your search intent (use video format, focus your strategy on images, design informative textual content, etc.). Remember that without quality content, you will not be able to position yourself in the first Google results in the long run.
  • Popularity : This ranking factor may be more or less important depending on the query you are targeting, but in general, it will always be positive to overtake your competitors. In order to increase the popularity of your content in the eyes of Google, other websites must have a link to it, which will then increase your “PageRank”.

By activating these different levers correctly, you will be able to position yourself among the first results of Google search.

However, natural referencing, unlike SEA, takes time, and Google is the one to determine when and at what position your content will appear in search results. Plus, once you position yourself successfully, you’ll get traffic to your website for free and, if you haven’t crossed the line in SEO, for a long time!

Indeed, until Google Update degrades your ranking, or a competitor does better than you, or Google changes its ranking criteria for the keyword you’re targeting, your position will be relatively stable over time.

Working SEA

When it comes to SEA, things are completely different!

As you can see in this screenshot, Google’s search results give way to “ads”, which are actually “sponsored links”:

Illustration of sponsored results in query search results "Google SEO"
Image source: What is SEO?

These sponsored links do not come from Google’s natural ranking algorithms. To be present, advertisers had to use the Google Ads platform (formerly “Adwords”) to bid for keywords, and advertisers who won the auction received this visibility. This is called “paid traffic”.

Without going into details about how advertising ranking algorithms work or how an SEA campaign works, keep in mind that as soon as an advertiser stops paying to be visible on queries, he disappears as soon as he arrives. Search results.

Why SEO and SEA?

As you can see, SEO and SEA are completely opposite in their work. However, that is what makes them so complementary in SEO strategy!

As explained earlier, in order to achieve a good natural ranking, it is necessary to wait for Google to think that we have a place in the first results. And this is where SEA will be of great benefit to you, because you can fill this time with a SEA campaign that will bring you traffic right away.

In addition, in any good SEO strategy, it is highly recommended to go through the validation of the relevance of the keywords selected using SEA. This method allows you to get key data such as keyword conversion rate, even before you start investing time in your natural referencing.

Finally, for certain overly competitive keywords, SEA is essential to hope that you position yourself on the first page of results. If the above-mentioned advantages of combining SEO and SEA are in the logic of short-term / medium-term strategy, for these highly competitive keywords it will be necessary to use SEO and SEA together in the long run in order to generate traffic.

How to combine SEO and SEA for your digital marketing strategy?

When creating your digital marketing strategy, you had to identify who your potential customers are and what the different points of contact you may have with them during the conversion process.

Many of these points of contact fall into the realm of information retrieval and with the future development of Google’s search engine, especially in terms of algorithm MUMthese points of contact will be even more numerous than today.

To simplify this research path, we worked on new tools. […] This is a major paradigm shift, with direct implications for retailers trying to reach consumers.

Source: Google search evolving: what’s changing for brands?

Let’s see how you can use SEO and SEA for your digital strategy:

How to combine SEO and SEA?

1. Identify the information needs of your potential customers : Identify the information your potential customers need before they convert.

2. List and analyze the potential requirements of your potential customers: List the queries for which you can use SEO and on which you can use SEA.

3. Create relevant content to fulfill your search intent: Determine which format will be most appropriate to meet the information needs of your potential client and what information must be present there.

4. Reduce SEA budgets when you become visible naturally: With a good SEO strategy, you will eventually be naturally visible, and then you can reduce your advertising costs to reintroduce them into other levers.

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