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A well-executed SEO / SEA strategy is one of the best ways to grow your business. Each of these approaches focuses on two different areas, but they are complementary.
In both cases, the goal is to generate quality traffic and convert a portion of it into customers by appearing on Google when your potential customers search for what you offer.
Both SEO and SEA can achieve this goal, but the way they propose to do so is different.
SEO (Search Engine Optimization), also known as organic referencing, is a strategy to make your website and its various pages appear on Google for specific keywords.
The idea is to position yourself on the first page of Google’s search results for keywords related to the products and services you offer. This way, you ensure you appear precisely when your potential customers are seeking information about your value proposition, or even when they’re ready to buy.
To achieve such a result, and ensure that SEO has a genuine impact on your business, we work in 6 steps:
We start by conducting an SEO audit to understand the current situation of your website: monthly visits, referenced content, pages you appear on, loading speed, etc.
We then list the keywords you must appear on and rank them by priority based on various criteria: monthly search volume, competition intensity, the possibility to mention your products and services in the content, search intent of users, etc.
We produce content for each of these keywords to address users’ search intent, then index it on search engines.
We optimize your website’s technical performance, ensuring it can appear on the first page of results. High-quality content is only part of the equation. The site hosting this content must also meet several criteria, including loading speed
We then optimize the user experience offered by your website. Once your site ranks and generates traffic, it’s essential to provide excellent user experience. Otherwise, the traffic will not stay on your site and will immediately leave. A high bounce rate will be interpreted by Google as a negative signal, drastically dropping your search engine ranking. Thus, we work on your site’s UX to ensure a return on investment for your SEO strategy.
Finally, we ensure your website remains updated, guaranteeing your traffic continues to grow. You can opt for one of our maintenance packages for this.
Addressing all these points will position you on Google’s first page.
Once you rank for a keyword and your position is stable, SEO is a strategy that will pay dividends 24/7.
Not only do you generate qualified traffic, which may convert into loyal customers, but you also enhance your brand image. Indeed, a site’s first-page ranking is a sign of legitimacy and credibility, reassuring your prospects.
However, even if at first glance SEO seems like a miracle solution, it isn’t necessarily the case. SEO requires patience and a lot of work for long-term results. Expect 4 to 6 months to see budding results if starting from scratch.
If you want faster results, SEA should interest you.
While SEO adopts a long-term approach requiring patience for traffic generation, SEA allows for immediate results.
SEA (Search Engine Advertising), also known as paid referencing, involves selecting keywords and paying to appear on them. Specifically, the typical steps of an SEA strategy are:
- 1. We select the most relevant keywords,
- 2. We create and draft corresponding ads,
- 3. We launch them on Google’s advertising network,
- 4. We ensure they indeed appear for the selected keywords.
While SEO requires a budget for content creation and technical optimization, SEA requires a budget for copywriting and primarily paying for ad slots.
Once your ads go live, they will automatically appear at the top of Google’s search results, above organic results generated through SEO.
From this perspective, SEA seems more attractive: you pay and immediately appear on the first page. However, it’s not all rosy: if you stop investing, your traffic generation halts. Unlike SEO, where a page will continue to show in Google’s results for months, even years.
Each strategy has its strengths and weaknesses. Neither is perfect. This is precisely why they complement each other so well, and we recommend including both in your digital strategy.