Natural or paid referencing?

Melanie Robin
May 15, 2024
12:58 p.m.
0 comments

Every day, more than 3.5 billion queries hit Google, demonstrating Internet users' insatiable thirst for information. In this vast ocean of searches, 55% comes from mobile devices. According to Backlinko, sites that occupy the first three positions on a search page get an average of 54% clicks. As for the first link displayed in the results, it captures 27% of clicks. For businesses that want to stand out in this competitive digital landscape, SEO and SEA are essential SEM (Search Engine Marketing) tools. So, what is the point of doing natural or paid SEO? What digital strategy should you invest in to appear at the top of the SERPs? Right away, the answers to the various questions that concern you in terms of online visibility.

What is SEO?

SEO or natural referencing refers to a set of techniques making it possible to improve the positioning of a website in the first page of results of search engine (SERP). This web marketing strategy aims to make the site visible to users who carry out searches on Google, Bing, Yahoo, Yandex, etc.

How does natural referencing work?

THE search engine use complex algorithms to analyze and rank websites. These algorithms take into account more than 200 criteria, of which here are some important pillars:

the quality of content: web pages must offer useful, relevant and well-written information for Internet users (informative articles, captivating videos, illustrations, etc.);
user experience (UX): the site must be efficient and offer intuitive navigation, with a fast loading time and a responsive design;
the popularity of the site: the number of links from other quality websites to the referenced site is an important indicator for search engine ;
visitor behavior: session duration, number of pages viewed and bounce rate are also taken into account.

➡️ Search Engine Optimization is a long-term job, but it's worth it. Optimize your website for these main factors helps you climb in the search results. More traffic, more prospects (potential customers), more business… you get the idea!

What are the benefits of SEO?

Natural referencing is an essential marketing lever for companies wishing to increase their online visibility and position itself in the Top 5 of search engine.

💡 The set up of a good natural referencing strategy comes with many advantages:

increased visibility: SEO brings more targeted traffic to your website, thus improving the awareness and recognition of your brand;
credibility and trust: good positioning = source of reliable information, which results in an increase in the trust of potential customers;
long-term profitability: lasting visibility and excellent return on investment (ROI) compared to paid advertising.
undeniable competitive advantage: dominant position in your sector, difficult to dethrone by your competitors.

In short, investing in SEO helps you propel your business to new heights.

What are the weak points of SEO?

Despite its merits, the SEO web organic has some weaknesses:

long-term results: SEO is a long-term strategy, it takes time and patience to see results;
significant investment: the optimization of a website takes time, resources and sometimes requires the help of a consultant or an SEO agency;
continuous monitoring: natural referencing requires constant attention, regular updates of the site and monitoring of Google directives.

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What is SEA?

SEA (Search Engine Advertising) is an advertising practice that allows companies to position their sponsored ads in the first position of search results.

How does paid SEO work?

The SEA consists of an auction system in real time where each advertiser buys sponsored links to obtain the best position for a targeted keyword. Whoever submits a quality ad with the highest bid wins the best place for a specific query. Concretely, an SEA paid SEO strategy is based on a few steps:

choice of keywords: the advertiser selects relevant keywords for its activity, on which its advertisements will appear;
creation of advertisements: he writes text or visual ads attractive to encourage Internet users to click;
bidding and budgets: the brand defines the maximum bid it is willing to pay per click and the Daily Budget which she wishes to devote to her campaigns.

Google, for example, favors ads that are relevant and useful to its users, even if their bid is low. Remember that the more sought after and competitive a keyword is, the more expensive it will be.

Why run an SEA campaign?

Paid SEO is an essential strategy for businesses looking for immediate visibility and short-term traffic acquisition.

💡 Unlike SEO, SEA is distinguished by several major advantages:

strategic positioning: from the launch of the campaign, the ads will be positioned at the top of the results for optimal visibility;
quick results: ideal for one-off or seasonal offers, paid search helps you instantly generate targeted traffic and conversions;
precise targeting: SEA makes it possible to reach the most relevant users thanks to refined targeting by keywords, geolocation, audience, etc.
improved return on investment: you have precise data to analyze and optimize the performance of your campaigns.

Are you leaning towards SEA? Leave a Google Ads Consultant guide you. Click here to find out about my services!

What are the disadvantages of SEA?

SEA is an effective tool, but not without its drawbacks. Before you get started, here are some weak points to take into account:

significant investment: the cost per click (CPC) involves ongoing expenses, as stopping campaigns results in ads disappearing and traffic ceasing;
uncertain profitability: the success of an SEA campaign depends on the quality of the ads and the landing page, sometimes requiring additional investments.
In SEA, advertisers must develop a unique and differentiating strategy to stand out from the competition and maximize the chances of success.

What is the difference between SEO and SEA?

These are two powerful marketing levers to increase online visibility of your company ! However, they are distinguished by essential characteristics that influence the choice of the strategy best suited to your needs.

Natural VS paid referencing: the cost

SEO: “free” in principle, but requires an investment in time and expertise to optimize your website and its content.
SEA: works via CPC, costs can reach €1,500 per month in B2B.

Return on investment

SEO: higher return on investment in the long term. The results achieved are lasting and do not require ongoing expenditure.
SEA: Lower ROI. The results stop as soon as you stop paying for ads.

Traffic quality

SEO: attracts more qualified, targeted and regular traffic, because users are actively searching for information related to your business.
SEA: Traffic may be less qualified because visitors may click on ads inadvertently or out of curiosity.

Long-term effectiveness

SEO: SEO results strengthen over time, generating organic traffic sustainable.
SEA: the effects of SEA are immediate, but stop as soon as the ads are no longer broadcast.

Natural or paid SEO: which is the best investment?

Now that you have understood the workings of SEO and SEA, it is time to define the method best suited to your website. Remember that these optimization strategies are not exclusive solutions. You can combine them to create a strategy of Digital Marketing complete and effective. The choice depends on the specifics of your activity and your budget.

Complementary acquisition channels

Although they differ in their approach, these two acquisition channels are complementary. They converge towards a common objective: increasing traffic and developing the visibility of your brand on the internet. The distribution of your marketing budget between these two approaches should be defined according to your specific objectives and the current state of your website.

For new sites or those with a organic traffic limited, SEA is a powerful tool for gaining initial visibility and generate traffic qualified. Invest in online advertising allows you to quickly reach your target audience and generate leads or sales. However, don't neglect natural referencing during this phase.

Continue to optimize your site to improve its organic ranking and authority in search engine. As your SEO efforts bear fruit and organic traffic increases, you can gradually reduce your reliance on SEA. This allows you to optimize your marketing budget and focus on more profitable strategies for long-term growth.

SEO / SEA-SMO: a strategic combination for 360° visibility

In the ideal scenario, your SEO efforts become so effective that you can stop spending on paid search altogether. This is a great way to free up your budget for other marketing initiatives. From then on, you will be able to benefit from the advantages of organic traffic, generally considered more sustainable and profitable in the long term.

Whether you sell services or products, the SEO web ensures your online visibility. If in doubt, call on an SEO / SEA expert to help you implement the appropriate technique. To attract more audiences, it is possible to combine your marketing actions with an SMO (Social Media Optimization) strategy on social networks such as Facebook and LinkedIn.

What you must remember

So, natural or paid referencing? In reality, they are a bit like two sides of the same coin in the world of digital marketing. Organic SEO is essential for lasting visibility and increased credibility, requiring long-term investment. On the other hand, paid referencing makes it possible to obtain immediate visibility, which is particularly effective for short-term targeted campaigns or for specific promotional periods.

Mix them? This is often the winning recipe. Ultimately, the decision to invest in SEO, SEA, or a mix of the two will depend on your company's specific goals, budget, and target market dynamics. Digital marketing is not a single solution, but a series of strategic choices that must be adapted and adjusted according to market results and developments.

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Useful resources

Google Search Central Blog : the official source for Google announcements, new features, and algorithm updates.

The Abundance blog offers articles, webinars and more to improve your SEO strategy.

Google Ads Help : the official source for help and advice to boost your Google Ads campaigns.

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