SEO and SEA, also known as search engine optimization and search engine marketing, stand for the organic and paid positions in Google. Both channels have their own advantages, but also disadvantages. In this article we explain these advantages and disadvantages based on the differences and ways to make the channels complementary to each other.

What are the differences between SEO and SEA?

SEO and SEA differ from each other in many areas. One provides immediate results, while the other can ensure the continuity of companies. Read below to see some of the biggest differences between the two channels.

• SEO contributes to the long-term results of a company. This channel is used to improve the quality of websites and their position in Google. SEA often contributes to short-term results. With advertising you get direct traffic to your website, and if you do it right, direct conversions.
• SEO, when done properly, speeds up the website and improves user-friendliness. The content is further optimized so that in most cases the visitor is also better informed. This is not the case with SEA, the website is often not adjusted when using search engine marketing campaigns.
• The most prominent difference between the two is that with SEA the website owner pays per visitor (actually click). With SEO, visitors are “free” (often there are costs involved). SEO specialist that you work with). In this case you do not pay to Google, but to the person you work with in the field of SEO content, link building and technical SEO.

Partly due to these differences, many companies opt for an omnichannel strategy in which both channels are used. In practice this means: SEA for the short term, SEO for the long term. How can you give substance to this? We will discuss that below.

Making SEO and SEA complementary

Are there possibilities to integrate these two channels into one strategy? And how are these two channels complementary to each other? So many questions.. and answers!

• SEA is often used to bridge the period of SEO efforts. As you move up in Google, through search engine optimization, advertisements are used. During this period, the company still receives visitors and conversions, so that time can be taken for a solid SEO strategy.
• Use SEA to “test” certain keywords. What does that mean? Well, you can purchase certain keywords through SEA campaigns to test the conversion on the website. It would be a shame if, after a year-long SEO process, you discovered that a keyword did not yield any conversions.
• Use SEA to increase the CTR to your SEO results. This is a trick that sometimes produces good results: if the searcher has already seen your ad on the SERP, this can increase the chance that the searcher will also click through to your organic result.

There are countless ways to connect SEO and SEA and use them together. Get high in Google not once, but twice with your own omnichannel strategy. Good luck!