Nowadays, search engines are the most widely used tool for obtaining information about a product, service or brand. For this reason, it is essential for any company to gain visibility on these engines by investing in SEO e SEA.
A well-designed website goes far beyond its appealing look and functional structure. It’s important to understand how both strategies work so that together they achieve the goal of getting more traffic, leads or sales to a website or landing page.
SEO – Search Engine Optimization
A set of techniques and strategies that will influence search engine algorithms to rank a page for a particular searched keyword. These techniques and strategies help to achieve better positioning of your site’s pages in organic search results.
Advantages
- Generates qualified organic traffic;
- Improves the conversion rate;
- Increases the site’s authority;
- Increases brand visibility and credibility;
- Promotes the sales funnel;
- Long-term return on investment;
- Increases the quality of content.
Disadvantages
- It requires investment in human resources;
- It takes more time for the site to appear on the first page of organic search results;
- Lack of information about the key words used to visit the site;
- Strong competition;
- Constantly changing algorithm.
SEA – Search Engine Advertising
Get traffic to your site by showing online advertisements on the Google Ads. These ads are sponsored/paid for and indexed to certain keywords which, when searched for in the search engine (e.g. Google), appear in the form of an ad to the user.
This is a very effective and intelligent way of reaching each target audience, as the method is based on the personal interests of each of its users.
Advantages
- Immediate, excellent for short-term promotion;
- The ads appear before the organic results;
- Total control over the creation and editing of the ad;
- Ad targeting;
- It allows you to see which keywords convert and at what cost.
Disadvantages
- It involves investment;
- It attracts less attention from users, who usually look at the organic search results;
- High competition for the keyword means you need to invest more.
The image below shows an organic search result (1) and a paid advertisement (2):
A unified search engine marketing strategy between SEO (Search Engine Optimization) and SEA (Search Engine Advertising) is the ideal approach for achieving short- and long-term results. A successful keyword and description strategy in SEA campaigns can be useful for improving the long-term SEO strategy. On the other hand, a brand being visible organically and in paid ads naturally increases trust and awareness for the user.
Obviously, each market differs and requires a personalized strategy, tailored to the needs of those offering and those looking for a particular product or service.
To start using these tools, you need the support of a digital marketing team to achieve your goals. Transform your presence in the online world, contact us for more information.
