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What is the difference between SEO and SEM?

 

What is the difference between SEO and SEM?

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You need to start by analyzing the SERP to understand the difference between SEO and SEA (Search Engine Results Page). When an Internet user performs a search on a search engine (Google, but not only), he can access two types of results. At the top and bottom of the SERP, it will find paid ads - or sponsored links - which are marked with a small green logo marked "ad." On they will find various types of organic or natural results on the rest of the article (free ads).

The natural results are the result of the ranking carried out by the secret algorithm of the search engineswhile the ads are the result of a game of auctions paid by advertisers.

What is SEO?

The SEO for search engine optimization, is a method of optimizing a website to allow it to be better referenced on a keyword or group of keywords given. This method therefore aims to improve the site so that it can best meet the requirements of search engine algorithms. A well referenced site is necessarily well optimized.

The algorithms are kept secret by the search engines but we know that they analyze more than 200 parameters to rank a site. Among these ranking criteria, there are four that are particularly important:

·         the quality of the hosting (web page loading time)

·         the published content (quality, relevance, freshness, diversity);

·         reputation (number of inbound links from other relevant sites);

·         Internet user behavior (length of visit, number of page views, bounce rate).

These four criteria lead to many others. As a result, SEO therefore focuses primarily on optimizing the site for these four criteria, also working on the underlying criteria. SEO is the method of optimization SEO.

What isSEA?

SEA, for Search Engine Advertising, is based solely on the publication of paid ads. The advertiser can choose the keywords on which he wants his ads to appear, he writes his ads (in unlimited number), he indicates the maximum bid he is willing for a click to spend and he describes his everyday budgets.

Then, the system puts in competition the various advertisers who wish to appear on a particular keyword. And, the most generous wins.

Despite everything, there is a criterion of moderation: the Quality Score.

If an ad performs better (eg click rate) than another ad, but its bid is lower than this other ad, it is still the ad that can be displayed preferentially. Google always aims, and in all circumstances, at the quality of the responses it provides to its visitors, including to the detriment of its own turnover.

What are the differences between SEO and SEA?

I don't like to pit these two web SEO methods against each other. Indeed, a well-thought-out digital strategy will systematically integrate them both. In general, I rank them according to the time and budget available to my client.

SEO for the long term

I always recommend the implementation of natural referencing (SEO) to establish the referencing and the notoriety of a site in the long term. Because it is the only way that exists. In addition, SEO involves a web audit which can correct a lot of mistakes.

In addition, we know that more than 85% of Internet users never click on sponsored links. SEO is therefore the only way to access this important traffic (we say organic traffic).

However, we must not lose sight of the fact that this method requires significant ongoing involvement.

SEA for the short, medium and long term

With paid search (SEA) and good Landing Pages, it is possible to acquire your first prospects in just a few hours. It is therefore ideal for the short term or to test a market or an offer.

Then, for the medium and long term, the SEA remains a very good complement of traffic acquisition. In addition, it can allow you to place ads on keywords that are inaccessible to SEO because they are too competitive.

SEM: Search Engine Marketing (SEO SEA)

These two methods (SEO SEA) constitute what is called SEM for Search Engine Marketing. A good SEM strategy is essential for the success of a website.

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