SEO: what is the difference between SEO and SEA?

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To promote your business on the web, you can use several levers in your digital strategy: creation of a website, activation of profiles on social networks, e-mailing and of course natural and paid referencing techniques.

These last two tools, SEO (natural referencing) and SEA (paid referencing) are particularly strategic, because they appeal to search engines: the main source of traffic acquisition for a website. 90% of Internet users start an online activity by launching a query on Google. Being visible on your search results pages is essential to generate traffic, ideally qualified traffic, to your e-commerce or showcase site.

The question remains which of these methods should be favored to achieve your visibility or conversion objectives.

To know which web marketing lever to favor, let's review the definitions and kuwait telegram data advantages of these two web referencing practices to understand the difference between SEO and SEA.

SEO: definition
SEO ( Search Engine Optimization ) refers to web marketing techniques that aim to improve the position of a website among the organic results of search engines.

To better understand SEO, it is first interesting to know how a search engine works.

How does a search engine work?
Let's take the case of Google, the most used search engine in France. Its robots, called " spiders" or " crawlers ", sift through all the web pages to store them in their huge database. This is the crawling stage .

Next comes the indexing phase . The technique, content and popularity of the page are analyzed so that it can be ranked. Google first determines which queries this page is likely to answer, then how relevant it is.

To do this, he relied in particular on the keywords present on the page. These are the terms and expressions that users type in the search bar before arriving on a search results page (also “ Search Engine Results Page ” or SERP).

The degree of relevance is essential for Google, because, like you, it wants to retain its users. It therefore has every interest in ensuring that the content it offers them responds to their query, and in an optimal manner. This is why Google takes into account a multitude of criteria, such as the loading time of the page, the structure of the content, the semantic richness or the number of incoming links.

When an Internet user launches a search on Google, the algorithm can thus offer them a list of results ranked in order of relevance. This is what is called natural referencing (or, sometimes, organic referencing).

Therefore, the first positions are the websites that Google considers most likely to answer the user's problem. These are also the web pages that are most visited . 75% of users are satisfied with the results on the first page. The first position alone retains 30% of clicks.

The challenge is therefore to make your site appear on the first page and, possibly, among the first three positions. This is the very objective of SEO.

The three pillars of SEO
SEO optimization involves intervention on all the criteria analyzed by the search engine to index your site. SEO is therefore based on three pillars : technical optimization, optimization of editorial content and optimization of netlinking.