Firstly, it’s worth recalling what Search Engine Optimization (SEO) and SEA (Search Engine Advertising) are. SEO comprises a range of techniques aimed at optimizing a website’s organic visibility in a search engine such as Google. Long-term visibility is the main goal of SEO.
SEA involves paid advertising on search engines, so as to increase a website’s visibility. Google is the most used tool: Google Ads, its well-known advertising platform, is based on a Cost Per Click (CPC) bidding system. The advertiser only pays when someone clicks on their ad. This type of optimization enables very fast ranking based on competitive keywords. The results of the SEA can very easily be quantified and qualified.
These two digital marketing levers are complementary and have a single goal: to increase a website’s traffic, the visibility in search engines and thus the conversions linked to your website.
The complementarity of the two types of optimization is based on the approach linked to them.
For SEO, the objective is to be ranked in the long term, i.e. long and very specific searches. For example, ‘Rental of a house for 10 people in the south of Spain’.
For SEA, we will focus on a ranking linked to very competitive keywords. So they should be short, fairly generic and be inaccessible (as far as we know) in SEO. For example ‘Hire house Spain’.
In brief, if you want to have a quick result while using competitive keywords, you should use SEA. This will enable you to quickly get a ranking for your website on some keywords. In parallel, it is essential that you optimize the Search Engine Optimization of your website to be ranked on queries that are more specific.
Do you need an SEO strategy? Paid, organic or both? Be sure to contact Sweet Globe, we will be delighted to assist you!
