Did you know that search engines are involved in more than 80% of conversions, regardless of the purchase journey?
Whether it is natural referencing or paid referencing, search engines are an essential audience crossroads in digital, and often act as the first and last part of research.
Search engines: what place in the decision-making process?
Search engines firstly allow the Internet user to obtain information to verify the relevance or the feasibility of the project according to two axes:
- I am stimulated by a subject (and I want to know more)
- I have a concern (and I am inquiring).
It is at the time of the initial investigation that the Internet user can browse different sites, but also consult opinions. When leaving the search engines, he goes into an active research phase and will seek to find out who is the cheapest, the most famous or the closest (local need).
You should also know that search engines are an important non-digital landing point: thus, even if the URL of your website is mentioned in your media campaigns (billboards, radio, TV, press), it is often on Google that the request is made.
However, given that Google has tolerated the purchase of competing brands for years, it is necessary to activate paid referencing (SEA) to ensure that the traffic generated by branding actions is captured, and thus have the guarantee of always appear in first position on its mark. The SEA thus becomes the receptacle for media campaigns.
Above all, it has a strong need: for example, you can only be in fifth position on your brand in natural referencing, and be taken over the first four places by the competition. We then lose the contribution of branding, which flows into digital in the seconds following the stimulation.
SEO, SEA: should we do both?
SEO is a real groundwork, the actions of which are measured by relevance. SEA requires a budget and charges per click. Everyone obviously has their strengths and weaknesses, but doing both can only be a strength for your business.
If the SEA makes it possible to obtain results quickly, it is still important to plan for the medium and long term thanks to SEO.
How to make them work in synergy?
The advantage of SEA, we understand, is the immediacy in the positioning, and this is why it must be exploited: it allows you to take a position in the first results while waiting for the SEO is progressing.
You can therefore start by activating paid referencing in order to grind the lexical field of your activity. Concretely, it is a question of deploying campaigns on the top positions in order to measure the performance of the targeted keywords.
By doing this, you will be able to more precisely identify the keywords worked on, assuming that what works in paid referencing will also work in natural referencing.
In natural referencing as in paid referencing, it is important to prioritize your keywords. Indeed, they do not all have the same search volume, and therefore do not all have the same performance.
We understand that the advantage of the synergy between natural and paid referencing is to generate lexical knowledge of SEA and to use it on the SEO strategy.
What are the actions to be taken in the long term?
Once you have covered the best positions with SEA and have reached the first pages, if not the first results of Google in SEO, you may wonder if it is really necessary to keep the SEA.
If you want to get more contact, the rise of SEO and the maintenance of SEA will bring you that additional volume. Indeed, you should know that being only in paid referencing on a keyword allows you to reach about 15% of audience, against 40% in natural referencing.
However, the effect is incremental: if you are present in natural referencing and paid referencing, you reach 75% of the audience.
💡 How? Because being present in natural and paid referencing on a keyword allows you to be authoritative on the request: you will be the only brand cited twice, and will therefore have a click preference (+ 89% of clicks vs natural alone), knowing that the click-through rate is similar on the natural result and on the paid result.
Also consider that there is no organic first page result on mobile, because ads and local results appear first! You understand the importance of maintaining a SEA strategy, even once your SEO positioning is acquired.
Is it possible to maintain your positioning by stopping campaigns?
There may be times when you want to stop your paid search campaigns, for example when you no longer need to garner new contacts. This is a strategy that is quite possible to adopt if your SEO is consolidated and you own the position.
However, you must not relax your efforts in natural referencing! You must first maintain a strategy of conquest to gain new places, then a strategy of defense to keep them. Thus, the savings you will make by stopping your SEA campaigns should allow you to set up this global natural referencing strategy.
You can also take the opportunity to work on local and voice requests Indeed, you should know that Internet users are less and less precise in their requests. Before, they typed specific queries because they knew that the technologies were not sophisticated enough and that to have a precise result, it was necessary to carry out a precise query.
Today, we observe that Internet users are no longer up to the level of technology: rather than looking for “pizza delivery paris 16th”, as they could still do a short time ago, they have the possibility of simply say “I’m hungry” and get the results around them thanks to automatic geolocation and knowledge of appetites (this is correlated with a gradual loss of Internet users’ attention).
SEA / SEO synergy: is it suitable for all businesses?
The SEA / SEO synergy is obviously suitable for all businesses!
💡 the proof? Search engines had their share of 80% of winning journeys, and 90% of buyers go through search engines as part of an investigation.
You should all the more benefit from this synergy as in B2B, Internet users often look for a precise reference. The requests are therefore particularly specific, and generally coupled with geolocation and a request for opening hours.
And know that it is never too late to embark on a strategy putting in synergy the two types of referencing! The advantage of search engines is that they are not based on the size of your business, but on the relevance of the content of your site. These should be:
- Keyword rich
- Exclusive (you can’t find them anywhere else)
- Fresh in their recency.
Thus, the more specific you are on the terms, the more you will reduce the level of competition. Refine your lexical field allows a better qualification, and consequently makes it all the more affordable and timelier to reach the first places.
And in these first places, it is the content that will dictate the result, and this is the element to prioritize.
What are the prerequisites to meet?
On the other hand, natural referencing is not based solely on content, and certain prerequisites must be respected, in particular:
- A technical base in line with search engines
- Necessary and sufficient popularity to emerge
It is then the success of your content that will become the natural referencing adjustment variable. When we talk about success, this means that if an Internet user has performed an engaging act after reading one of your contents (sharing on social networks, consulting a contact page), Google receives positive signals and helps to improve the positioning of the site.