Differences between SEO and SEA What are they?
Is there an advantage to doing one or the other, or both together?
Optimize 360, SEO Agency is here to provide you with a summary to help you use the best levers to acquire qualified traffic and, of course, generate additional sales and customers through your website.
What is SEO?
Definition of SEO
SEO (Search Engine Optimisation) is the sum total of all the techniques used to index a website in search engines, such as Googleand, secondly, to ensure that the results in the SERP ( Search Engine Results Pages ) are as high as possible, and as clicked as possible.
The best SEO strategies all have something in common!
Good SEO requires a methodical approach and very precise processes to meet the requirements of search engines and their algorithms.
Optimize 360 gives you a few best practices to follow to make your websitea well-referenced site.
Advantages of Search Engine Optimisation (SEO)
So what are the advantages of SEO compared to other methods? paid referencing ( SEA )
Building the foundations of the house
SEO is going to be sustainable, provided it is done properly, because pages indexed in natural referencing will remain so (barring accidents) ad vitam eternam on the Internet.
A well-structured website with a good tree structure will help both Internet users and search engine spiders to find you in the long term.
Capitalising on the long term with a good SEO strategy
This is the challenge of any natural referencing strategy. Sustainability. Unlike SEA which will only work if we pay for advertising campaigns. sponsored linksSEO will help you last.
The basics of SEO
Even if you want to run campaigns Google AdsGood SEO can give you landing pages that are conducive to SEA.
If you have paid ads, they have to land somewhere. And the more your pages are optimised from an SEO point of view, the more your " quality score "SEA will be interesting.
Record ROI
Once you've done your homework on SEO, the big advantage is that, apart from spending a little time on it, you don't have to invest in advertising.
Some websites manage to do without paid search.
Looking after your online reputation
In a digital strategy Globally, good SEO can help demonstrate to your customers that you have succeeded in positioning your site without having to advertise.
Increase your Domain Authority and your brand image
Here we are referring to the SEO Off Page ( or at Netlinking ), which is the 3rd pillar of SEO strategy.
The more powerful your netlinking (in terms of the number of backlinks and referring domains), the more your site will gain in domain authority and referencing.
Disadvantages of Search Engine Optimisation (SEO)
There are undoubtedly several, but the main disadvantage of SEO is that it is generally time-consuming and even tedious to put in place, because it requires the creation of quality content throughout your website.
What is SEA paid search?
Definition of paid search (SEA)
Search Engine Advertising (SEA) is a method of online advertising in which advertisers pay to display their ads on search engines or other platforms, usually on a per-click basis, CPC) or printing (cost per thousand, CPM), to gain immediate visibility in search results and promote their content or products.
Advantages of paid search (SEA)
Speed of implementation
This is its major advantage, because a Google Ads campaign (formerly Google Adwords) can be set up very quickly in the hope of grabbing the first 3 or 4 sponsored positions.
Generate immediate sales in a highly competitive environment
Particularly for a E-CommercePaid advertising has the potential to compensate for a lack of organic traffic, particularly during the site's launch phase.
And even afterwards, if the competition is tough, SEO alone may not be enough.
Measuring ROI and profitability
In terms of acquisition leverage, SEA not only provides immediate visibility on the Internet, but also makes it fairly easy to calculate a return on investment, provided that the conversion tracking system has been properly configured.
Attracting customers straight away
This means you can prospect for customers online very quickly, and even much more quickly than SEO, which can potentially take many months.
Beta testing Google Ads campaigns
Another advantage of advertising is that it makes it easier to carry out AB testing
Disadvantages of paid search (SEA)
In terms of disadvantages, SEA has the disadvantage of having to invest money in advertising campaigns, and this can sometimes be quite expensive in order to generate potential customers.
You will then need to ensure that the conversion rate improves over time and advertising campaigns are profitable
SEO or SEA: which should you choose?
In fact, the two are potentially complementary, given what has been said above.
There may even be a virtuous circle in combining the two SEO approaches
Call on SEO specialists to guide you towards the best SEO strategy.
Special features for e-commerce
In particular for E-Commerce sitesfor which SEO is often not enough on its own
