What is Search Engine Optimization (SEO) and Search Engine Advertising (SEA)?

What is Search Engine Optimization (SEO) and Search Engine Advertising (SEA)?

You may have heard of the SEO or the SEA, but what exactly does it mean and how is it useful?

SEO and SEA are acronyms used to define optimization techniques for websites. These two practices, as different as they may be, have the same objective: to get your website to the top position in the results of a search engine. 

Are you ready? We'll explain it all to you!

Natural/organic referencing

SEO (Search Engine Optimization)

Search engine optimization refers to so-called "organic" search engine optimization. It consists of several natural techniques. These techniques allow to "influence" the indexing robots in order to improve the positioning of a site on search engines. The goal is to appear in the first results on the result pages.

In order to gain visibility on search engines, there are several things to implement. First of all, it is essential to define the keywords under which the company wants to position itself. These keywords must then appear in different places on the site.

Websites optimized for SEO always appear below sites using paid search engine optimization.

Read : 9 tips to optimize your SEO

Paid referencing 

SEA (Search Engine Advertising)

SEA refers to search engine advertising. This practice, unlike SEO, is paid for. It works thanks to the Google Adwords platform. Websites that use paid SEA are always positioned at the top of the results on search engines. In addition, the word "Advertisement" is always juxtaposed to them. 

The SEA makes it possible to quickly acquire visibility on search engines. This works thanks to a bidding system (Real Time Biding).

To get started, it's simple, all you have to do is choose relevant keywords. They must be relevant to your industry and the services you offer. You can use certain tools (Google Trends, Ubersuggest, Google Ads) to determine the score of a keyword. It allows you to have an estimate of the average cost you will have to pay for this keyword. 

Then, you must define the price you are ready to pay if a user clicks on the link of your ad. Indeed, even if there are other techniques such as CPA (cost per action) or CPM (cost per mile) the system generally works with CPC (cost per click). This system, considered more advantageous than the others, will therefore only generate costs if the Internet user clicks on your ad. Otherwise, you will not pay.

Once the key words and the budget have been defined, the bid system is set up.

Adwords will assign a score ranking from 1 to 10 to your site, this is your quality score. To give you this score, the Google algorithm takes into account many factors such as CTR (Click Through Rate). The CTR is a performance indicator that determines the number of times a link has been clicked in relation to the number of displays. It also takes into account the CPC, the quality of your content, the loading time of the site, and many other elements, a number of which are kept secret by Google.

This score is still of utmost importance. Because, it is it which will have an impact on the display and positioning of your ad. 

These two techniques are therefore crucial for your visibility. However, they must be seen as complementary. A company that opts for an SEA strategy will still have to optimise its SEO correctly. First of all, to obtain a better quality score. But also, because once the SEA campaign is over, if the site is not optimized correctly it will be lost in the multitude of Google results.

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