In digital marketing, SEO and SEA are the cornerstones of SEO. These strategies are designed to improve your site’s positioning in search results. Properly mastered, they will get you to the first pages of search engine results. Here, we tell you everything there is to know about natural referencing and paid referencing …
The first pages of search results (SERP) are extremely popular with companies, because being included is a real highlight for a website. Indeed, when Internet users carry out research on the Internet, they rarely browse all the pages of the SERP.
Thus, the further a site is in the SERP, the less likely it will be visited. As a result, the visibility provided by this place on the first page will have a significant impact on the conversion rate or CTR of the site and, in general, on turnover. The statistics of a site placed on the 6th page will therefore have nothing to do with those of a site on the first page.
Each search engine has its own criteria. Google being the leader in internet research, its criteria prevail over those of other search engines. It is Google’s algorithm that dictates the laws of SEO, a site that wants to rank well in the SERP must adapt to Google criteria above all.
To move in search results, you have to understand the SEO criteria. Know theGoogle’s algorithm is essential to optimize the performance of a website, this is the point of digital marketing strategies. For this, two very different types of solutions are available to you: SEO or SEA.
We call SEO, all the techniques used in order to improve the positioning of a website in any search engine. (Google, Yahoo, Bing, etc.).
This happens, among other things, by:
- Understanding the criteria of a search engine;
- The guarantee of optimized content;
- Understanding user needs;
- SEO watch;
- A fluid and relevant internal mesh.
This is a different technique, but complementary to SEA which will be discussed later in this article.
No less than 3,234 updates in 2019!
Google has been in existence for 22 years, including 20 years of updates, all carried out on a regular and even daily basis. However, they do not all have the same impact on website SEO.
Over the past 20 years, since the very first update in December 2000, there have been more than 3,200 updates to the algorithm. While many of them are just minor improvements and bug fixes, some have truly revolutionized SEO and digital marketing.
5 updates that changed SEO
The Panda Revolution (2010)
Panda concerns the repression of duplicate or low value content. By integrating the quality of the content (texts, images, etc.) of websites into its criteria, Google favors sites that take care of their content in positioning compared to the content of other, more mediocre sites.
Penguin (or Webspam) (2011)
The goal is to sort out so-called spam content and to penalize sites that use keyword stuffing or netlinking in abusive ways. This update had a strong impact on the order of search results in English. Penguin and Panda are Google’s most famous algorithms.
The HTTPS / SSL protocol (2013)
Taking into account this security protocol allows secure sites to be favored in the SERP and makes encryption an official listing criterion. However, in reality, the impact of this standard on the order of results is very small.
Alias or “MOBILEGEDDON” (2014)
Smartphone-optimized sites are categorized differently for users browsing on mobile phones to be consistent with Google’s decision to consider quality of user experience in the ranking of search results.
This update incorporates a new algorithm that manages to process natural language in searches instead of filtering keywords. This algorithm can process up to 70 languages.
These updates considered major are among those that have shaped SEO as we know it today.
As we have seen previously, Google’s algorithm is updated very frequently. Keeping your site on the front page of the SERP is therefore a daily task and can be extremely time consuming. SEO requires regularity and responsiveness.
That’s why as a site manager it’s hard to take the time to stay up to date with SEO news or any follow up tasks. Working with an SEO agency can help you manage all this accompanied by digital marketing experts.
SEO, or nature referencingl is based on 3 major axes: technique, content and popularity. It is about fulfilling the criteria that will make your site qualitative in the eyes of the algorithm and for your Internet users.
Here are some criteria that will bring your site to the first page of search results:
- User experience;
- The speed of loading pages;
- Mobile friendly optimization;
- Secure browsing (https);
- The ergonomics of the site;
- The relevance of the content.
The secret of SEO is to be up to date with the criteria of the algorithm and SEO strategies in order to use them and not suffer them.
SEA: A complementary environment, but different from SEO
The alternative to SEO, already mentioned in this article, is SEA, also known as paid search. The SEA (Search Engine Advertising) involves buying keywords on Google adwords (Google’s advertising network) which will place your site at the top of the search page for a certain period. Sites using SEA are presented as sponsored links at the top of the SERP, before SEO sites and preceded by the term “ad”.
On Adwords, the most important thing is to choose your keywords well. Not positioning yourself on relevant keywords is a waste of time and money, you can choose to position yourself on a keyword or an expression called “exact” or on what are called broad queries . The real difficulty is to distribute your budget between the different keywords in order to get the maximum profitability. Your SEA campaign doesn’t have to serve your site, it says it’s relevant and scalable, it needs to adapt to your site’s progress.
It is also possible to work with SEA experts to help you establish a strategy with an adequate budget according to several criteria:
- The relevance of the site to the request;
- The time and geolocation of the advertisement;
- The link between the ad and the keyword searched;
- The number of sites positioned on this keyword.
In the current context, it is now vital for businesses to go digital and use these SEO strategies to raise or strengthen their business. Whether you decide to use SEO or SEA to boost your website in the SERP, it is recommended that you be accompanied by expert consultants.
Their knowledge of digital marketing will be assets in boosting the performance of your site and helping you gain visibility, which can lead to a considerable increase in your turnover.