What is SEO, natural, and paid for?

Having a website is not enough to be present on the web. It is also necessary to exist in the eyes of Internet users. SEO, natural and paid, allows you to become visible on search engines.

Why is SEO strategic?

To exist on the web, it is not enough to have a website. It would help if you also were visible on search engines. If your site is not well indexed on Google and other search engines, you will have very little chance of being found by Internet users (75% do not scroll to the first page of engine results search and therefore do not go beyond the first links).

There are two complementary ways to optimize your visibility and therefore generate traffic on your site: so-called "natural" referencing (a raw result of a search carried out by an Internet user) and so-called "paid" referencing (which makes your site visible through promotional links).

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Paid SEO (SEA): immediate results.

The "search engine advertising" (SEA) or paid referencing consists of advertising on search engines by making your advertisement go up in the engine's first results. Each time you click on the ad, you are billed.

Paid referencing involves purchasing "keywords" from the engine's advertising agency using an auction system. The company that wins the auction will see its link appear at the top of the search window of a user who entered the correct combination of words.

The problem of sponsored links, therefore, lies in the choice of keywords and their purchase price. To buy well, you need to understand who your customers are and, above all, what their behavior is on the web. For example, a Parisian florist would rather buy the keyword "flower delivery Paris" and not just "flower," to generalist, too expensive, and not localized enough.

 

You should also choose the search engine that best suits your needs. Of course, Google is the juggernaut of the sector by centralizing 92% of queries worldwide, but do not neglect the others. Other engines such as Yandex, Baidu, or Qwant may be more advantageous in certain countries or certain activities.

Finally, SEA is complementary to natural referencing (SEO): sponsored links can help obtain visibility during creating a site before SEO is fully effective or during a launch. Product, for example.

Natural referencing (SEO): upstream work

The "search engine optimization" (SEO) or natural referencing refers to all the techniques that are favorably positioning a site on the first natural results of the search engine corresponding to the targeted queries of Internet users. The choice of keywords and the relevance of the site's content are the backbones of an SEO strategy.

Maintaining good SEO requires a rigorous and long-term strategy. It takes 6 months to see the first results. On the other hand, the effects of natural referencing are lasting. Once a place is obtained, it will generate long-term qualified traffic (clicks on paid results represent only 15% of total clicks on a results page). And the more you work with your site, adding new content, using it for your promotion on various social networks, the more interest you will generate and arouse the attention of search engine robots, which will then go up to your pages in their results. Conversely, with SEA, if you no longer pay, your ads will no longer appear.