SEO versus SEA: what are the differences and what suits your business?

What is SEO?

SEO, or search engine optimisation, is the process of optimising your website to rank higher in the organic search results of search engines such as Google. This includes a wide range of techniques, such as improving content, optimising technical aspects of your website and building quality links.

How does SEO work?

Search engines use complex algorithms to determine which websites are most relevant to a search query. SEO is all about meeting the requirements of these algorithms. This can be done in several ways:

1. Technical optimisation: This includes aspects such as the speed of your website, mobile usability, security (e.g. an HTTPS certificate) and a clear website structure.
2. Content: Search engines value relevant, valuable and well-written content. Blog posts, product descriptions and landing pages that address the needs of your target audience are essential.
3. Link building: External links from other reliable websites to your site improve your authority and visibility.

SEO is a long-term strategy that requires consistent maintenance and adjustments. It often takes months before you see results, but these results are often sustainable and do not fundamentally cost a direct advertising budget.

What is SEA?

SEA, or search engine advertising, involves paying to appear directly at the top of search results. These ads are often referred to as sponsored links and appear above or below the organic search results.

How SEA works

In SEA, you use platforms such as Google Ads to create and manage ads. Here, you choose relevant keywords you want to advertise for. Every time a user clicks on your ad, you pay a fee (Pay-Per-Click, or PPC). The cost per click varies depending on the competition and popularity of the keywords.

SEA allows you to generate visibility quickly, as you can appear at the top of search results immediately after setting up a campaign. This makes SEA a good option for companies looking to get results in the short term.

The main differences between SEO and SEA

Cost structure

• SEO: Requires an investment in time and resources to optimise your website, but you do not pay a direct cost per click.
• SEA: You pay per click on your ad. The higher the competition for a keyword, the more expensive it becomes.

Results rate

• SEO: It can take months before you see improvement in search results.
• SEA: Results are visible almost immediately once your campaign is set up.

Sustainability

• SEO: The efforts you make can have long-term benefits. Once you rank high, this usually remains stable, provided you make consistent adjustments.
• SEA: Your visibility stops as soon as you stop paying.

Check

• SEO: You have limited control over how fast you rise in search results. It depends on search engine algorithms and competition.
• SEA: You have full control over which keywords you target, how long your ads are displayed and what budget you deploy.

Which approach suits your business?

Choosing between SEO and SEA depends on your business goals, budget and timeline. Here are some guidelines to help you decide:

1. Short-term vs. long-term

If you need quick results, for example for the launch of a new product or a temporary promotion, SEA is a logical choice. SEO, on the other hand, is a better option if you aim for sustainable, long-term organic growth.

2. Budget

SEA requires a direct advertising budget. If you have a smaller budget but are willing to invest time and expertise, SEO can be a more cost-effective solution.

3. Competition

In highly competitive markets, it can be difficult to rank high quickly with SEO, especially if competitors already have a strong online presence. SEA can be a way to still become visible here, while working on your SEO strategy in the meantime.

4. Expertise

SEO requires specialist knowledge and constant effort. Engaging experts, such as Funkhaus, can be invaluable here. For SEA, it is important to continuously monitor and optimise the performance of your campaigns to ensure that you use your budget efficiently.

Why combine SEO and SEA?

Although SEO and SEA are often contrasted, they work best in combination. By using both strategies, you can enjoy both short-term and long-term benefits. Here are some ways SEO and SEA can complement each other:

1. Data exchange: The keyword data from your SEA campaigns can provide valuable insights for your SEO strategy.
2. Enlarge from visibility: By being visible both organically and through ads, you increase the chances of customers landing on your website.
3. Branding and conversions: SEA can be used to increase brand awareness, while SEO ensures a consistent flow of visitors looking for your products or services.

Conclusion

SEO and SEA are both powerful search engine marketing tools, each with unique advantages. Whether you opt for the longevity of SEO or the speed of SEA, it is important to choose a strategy that fits your company's goals and needs. For most businesses, the ideal solution lies in a combination of both techniques.

At Funkhaus, we help businesses like yours develop effective search engine marketing strategies. Whether you want to invest in SEO, SEA or a combination of both, we are here to guide you. Contact us today and find out how we can increase your online visibility.