Why do SEO and SEA at all?
With search engine optimisation (SEO) and search engine advertising (SEA), operators of websites and shops take measures to achieve better rankings in Google search queries. Even though both marketing instruments are fundamentally different, they pursue the same goal. If search queries relevant to one’s own website are entered in Google, Bing or other search engines, one’s own page should appear before the competition in the search results.
Google & Co. decide in which order the listed websites are displayed according to the determined relevance. The first three entries are created by advertisements that match the search term. After this, the organic search results are displayed, whereby quality, added value and professionalism of the website are in the foreground. These aspects can be influenced by SEO and SEA.
Basic information on search engine optimisation (SEO)
With search engine optimisation, website operators exert a long-term influence on the organic search results of Google and other search engines. SEO has become increasingly complex over the last two decades and leads to penalties if it is done incorrectly. This is precisely why professional support is advisable.
Over the years, the spectrum of factors that go into the evaluation of websites has grown. Original evaluation factors have not gained in importance, but are supplemented by many other aspects. Among the most important of these aspects are:
- Unique content with added value and relevant keywords
- Establishment of a thematically relevant backlinking structure
- Professionally written and error-free source
- Text-professional web design with responsive programming
- Integration of media elements in high quality
- Link to social media
- and much more.
Within individual aspects, SEO has changed greatly. Today, for example, it tends to lead to devaluation to frequently include a term in the texts of a website that are assumed to be search terms. Google switched to a semantic search years ago, so that it is no longer solely about the exact wording. This gives better positioning to websites that, for example, answer questions entered in a factual and detailed way.
How web design and web programming feed into SEO
Basically, Google and other search engines want to ensure that websites are up to date and maintained by their operators. Old websites fall behind accordingly. An important example is checking whether a website or shop has been programmed responsively. This means that the page is optimally displayed on PCs and laptops as well as on mobile devices.
Websites have long been in danger of dropping out of Google’s search index completely if they do not meet modern, mobile standards. The quality of texts, information and links is therefore no longer the only decisive factor. A professional web agency can ensure that web development and web design meet the required standards.
Basic information on search engine advertising (SEA)
SEA, which stands for search advertising, refers to the targeted placement of advertisements on search engines such as Google. All platforms have their own advertising network for this purpose, the best known being Google Ads. The principle has long since been adopted by social media with Facebook Ads or Instagram Ads, which function similarly to SEA.
After registering for the advertising programme, certain keywords and phrases can be selected for advertisements via bidding. If these are entered as search terms, specially formatted advertisements are displayed in the first entries of the results page. The principle is familiar to every Google user, whereby the top entries are always marked as advertisements.
Search engine advertising is commercial. When working with an online agency, an advertising budget is set that is used for individual search terms in the Google Ads network. As a rule, billing is based on the cost-per-click principle. Only when the user of the search engine sees the advertisement and clicks on it is the previously determined amount debited.
Is it enough to only do SEO or SEA?
Both marketing instruments differ in type, measures and effect. Therefore, they do not compete with each other and can be operated in parallel. Above all, the time factor fundamentally distinguishes the two approaches:
- Search engine optimisation is designed for long-term success. If a website is successively optimised according to the criteria that are important for Google, Bing & Co, good rankings can be achieved and consolidated. Although the search algorithm is regularly adjusted, the organic top positions achieved are permanently maintained through constant fine-tuning.
- Search engine advertising is ideal for short-term advertising. It can be used if the website or shop cannot yet be found in top positions due to the lengthy search engine optimisation. Especially for new websites, it is worthwhile to use this tactic to quickly attract attention to the web offer. The same applies to constantly changing content such as top offers and discounts.
Can this marketing be used without professional help?
Theoretically, it is conceivable to use both marketing tools without the experience and professionalism of an agency. In both cases, one would have to live with a major disadvantage:
Search engine optimisation has become so complex that checking various criteria is only possible with special SEO tools. Making adjustments on the off chance quickly leads to a devaluation of the page. Since the requirements change gradually due to updates of the algorithm, the website operator must constantly stay on the ball. This is hardly possible professionally alongside the actual core business of the website.
Search engine advertising is easier to do yourself. The user registers in a network such as Google Ads and uses his budget to place ads matching search terms. Unfortunately, this is often done without a well thought-out strategy. Thus, if the ads do not work, a lot of money is burned and the ROI decreases significantly.
ONELINE therefore recommends relying on a professional agency, at least in the initial phase. This makes it easier to find out how both marketing tools work and how to use them efficiently.
