Website referencing: SEA, SEO, SEM
Contrary to what many may think, the posting of a website should not be an end in itself but should be part of a digital strategy to meet specific goals (visibility, sales, awareness …). Indeed, a company will have invested everything it can in its website, but if it is not found by search engines, the return on investment, “ROI”, will never live up to its expectations.
To avoid such situations, it is now essential to work on the listing of its website. SEA, SEO, SEM – if these few letters mean nothing to you, it’s time to read this article.
SEA (Search Engine Advertising)
Search Engine Advertising is the purchase of advertising space on search engines using keywords. Google’s dominant position in Europe covers the majority of search queries. However, depending on the country, it may be wise to work on other search engines such as Bing, Yahoo or even Yandex in Russia.
Keywords can be bought easily. In addition, creating and managing a campaign with effective keywords is tedious work that requires constant optimization. As Internet searches continue to evolve and prices fluctuate due to supply and demand, it is necessary to add, delete or queue certain keywords to constantly optimize advertising.
SEO (Search Engine Optimisation)
SEO includes all actions aimed at improving the visibility of a website on search engines, and that means among the natural results.
It consists of working on the relevance of a website (content, tree …) in order to move up in the results of search engines.
Knowing that 99% of clicks are made on the first page of Google results, not being on that page equates to not existing. SEO is essential. but no matter how successful it is, your website will not perform without visitors.
The main difficulty of SEO lies in its latency. And because it can sometimes take several weeks before a change has an effect on the ranking. It is therefore complex to optimise a site without experience. Finally, to know what should be optimised and with what query one can hope to have the most success, the easiest way is to have an active SEA campaign to optimise content based on these data.
SEM (Search Engine Marketing)
SEM includes all actions to improve the visibility of a website on search engines via commercial links (SEA) and natural listing (SEO). It’s a coin where one of the sides is SEO and the other side is SEA.
If you need more information about SEO, SEA or SEM, feel free to contact us and we look forward to working with you on these topics.