SEA or SEOWith 3.3 billion requests made each day on Google (Business Insider), companies have an interest in using the web channel to reach and connect with their target audience.

You are well aware of this and know that even if there are other ways to gain visibility online, Google remains at the head of the pack. In England alone, 94% of traffic is on the famous engine.

So you want to take advantage of this windfall of potential visitors but are faced with a dilemma. Should you focus your efforts on online advertising (Google Ads) or SEO (natural referencing)?

But in fact. Why do you absolutely want to oppose these techniques? When you take a mojito, you don’t have to choose between rum or lemon. You take both, right?

And if I prove to you that you can completely reconcile these 2 enemy brothers and make them a weapon for acquiring massive traffic.

Reminder of SEO & SEA concepts

A little booster shot will not hurt anyone.


SEO or natural referencing

The natural referencing SEO optimizes a website to receive qualified organic or natural traffic therefore interested in your products or services from the results of search engines Google, Baidu, Bing …

Admittedly, this traffic is said to be free because the advertiser does not pay per click, but the search engine optimization process can entail significant costs: hiring a SEO, mission with an SEO agency, writing content. .

SEA or paid referencing or Pay-Per-Click

SEA is a way to quickly attract relevant traffic to people in the active buying phase through sponsored links.

In this case, you bid your positioning on specific queries in the results of search engines (search) like Google or Bings but also in the form of banners on other sites (display).

Advertisers use an auction system to serve their ads and pay only when they click on their ad or when it is displayed a certain number of times.

Know how to balance SEA and SEO

Like many business leaders, you are concerned with creating a strong online presence but also getting good returns in the short / medium term. To do this, you will have to balance both natural and paid SEO.

As you will see in the following lines, your SEO efforts can cover the shortcomings of your SEA and vice versa. Integrating both methods gives you the opportunity to get the most out of both strategies while getting ahead of your competition.

SEA to boost your SEO

Know your reputation with precision

Do you know exactly if your company is sought on the internet? No ?

The Google Ads advertising will help you with two spoons. Just launch a campaign with the basic settings by putting your brand or your company name without geographic targeting (unless necessary). You will discover precisely the number of searches on the latter, assess its notoriety and the efforts to be made to make yourself known.

Find new keywords

You want to find new relevant requests and / or not very competitive, to fuel your long tail or on themes for which you are poorly positioned. The ad will be useful to you.

Admittedly, there are tools such as the keyword planning tool, SemRush, Yooda Insight or others, but all these devices have limits, notably their lack of precision when it comes to the number of actual searches.

Search terms

Find keywords

So check the keyword statistics in the search terms report and you will find the “real” search volume.

Real search terms

The data from your Google Ads campaigns is a real gold mine for your future SEO optimizations by giving you a search volume on your keywords closer to reality.

On the other hand, to know the level of competition of a query, it is best to type in Google allintitle: keyword (example: allintitle: paris adwords agency) rather than looking at the competition column in Google Adwords.

Identify the most efficient requests

The best thing when you do SEO, it’s still to place yourself on converting queries. What could be better than SEA to quickly identify the keywords and keyword phrases typed by Internet users who generated the best conversions.

You know it ? What are you waiting for now to flesh out your content?

Optimize your SEO tags

You are not too badly placed in SEO but your click through rate is at half mast? Again, your campaigns will be of great help to you and in particular, their CTR.

Testing several ad variations on Adwords will allow you to detect which ones are the most clicked and thus optimize your title and description tags to boost your natural click rate.

Evaluate the relevance of your natural referencing

Do you know the Quality Score or Quality Score that you find for each Google Ads keyword? This metric, rated from 1 to 10 for each keyword, takes into account the expected CTR, the relevance of the ad and the usability of the landing page.

But do you also know that you can use this indicator to make sure your SEO is optimized?

Yes. The higher the usability of the page, the more your page is considered to offer a pleasant user experience to Internet users who clicked on your ad and are redirected to your website. However, user experience is one of the SEO positioning criteria.

Quality level

Improve your conversions

A / B testing is this technique that allows you to test two versions of a web page to determine which one brings the most gains in conversion, or turns out to be the most ergonomic. These tests will not directly impact your SEO positioning but will allow you to boost the conversions of your best pages.

Again, Google Ads offers you the possibility of performing A / B tests to detect the most relevant queries and the most efficient pages in terms of conversion.

Set up a netlinking strategy

Ad data on Google can be used as part of a netlinking strategy by using queries with a quality level of 8 or more as an anchor text.

Also, Google Adwords can be a great way to get ideas for backlinks thanks to the performance report of the placements (available for your campaigns on the display network).

Indeed, thanks to this report, you will have the list of pages where your display ads appeared. By picking up sites whose theme is close to yours and focusing only on those who have brought you visits and conversions, you will get some ideas for future backlinks. After that, all you have to do is contact the company for a link exchange, for example. As a reminder, the popularity of a site thanks to its quality backlinks is a criterion that Google takes into account for the positioning of a site.

SEO to boost your SEA

Find keywords

And yes ! If paid SEO allows you to bring new ideas of queries, SEO is not to be outdone to help the SEA. It can not only promote dual display SEO + SEA but also boost keywords currently poorly positioned in SEO.

How to find these terms? By consulting your Search Console interface.

Search console

To optimize your Adwords budget

Your site is rather well positioned in natural referencing and you do not want or do not consider necessary a double display SEO + SEA. Again, SEO will be useful to you.

By consulting your list of high ranking keywords on Google in natural, you can test a decrease in CPC on these terms (rather than removing them completely from your ads). See the evolution of your SEA and SEO traffic and conversions. Are the results conclusive? Perfect. Continue in this direction.

But optimize your SEO will also have another impact.

In fact, optimizing the pages of a site increases the Quality Score. On Google, the ranking of advertisements depends not only on fixed bids but also on their quality level. With increasingly stiff competition on the internet, CPCs tend to be pulled up. By working on quality, you maintain or decrease customer acquisition costs and therefore optimize your budget.

To boost your DSA campaigns

Do you use Dynamic Search Ads (DSA) or dynamic ads and want to make them more effective? Know that the internal mesh of your site will be of great use. Dynamic Search Ads use your website to target your ads and can help you fill in the gaps in your keyword-based campaigns. To create these ads on the fly, Google will crawl your site to retrieve key queries (which you may not be bidding on yet). These campaigns are therefore based on the content and the internal network of your site. The more it is optimized, the better your ads will be.

We recap. SEO and SEA are 2 different acquisition levers but which should not be opposed because ultimately, they get along rather well.

To create successful web marketing, it is important to know your business and your long-term goals. But by combining SEO and online advertising, you take a better approach than most of your competitors who only focus on one or the other of these methods and you continuously optimize both.

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