As we have seen, SEO is an essential component of your Web marketing strategy. But it is not the only element included in the Search Engine Marketing, or SEM, which consists of several different disciplines:
- Organic referencing – SEO (results that are the result of the classification of search engine algorithms)
- Local SEO (technologies results based on where the user is located during the search)
- Paid SEO (or PPC)- SEA (sponsored results based on keywords chosen by the company)
Reaching the top 5 in legitimacy
Regardless of the type of referencing, it is essential to play according to the rules (especially those of Google) to ensure that you do not suffer a penalty of the algorithms of the search engine; they are long to lift and severely affect your positioning in the results.
In the presence of local results, about 29% of clicks belong to organic results, while 52% of clicks result in local results, and 19% on pay ads. However, in the absence of local results, 70% of the clicks are rounded by natural results, compared with 30% for pay results. It is important to focus on Google’s first 5 results: the click rate is significantly higher than for the following positions:
- 36,4% in the first position,
- 32,5% second,
- 20,6% third,
- 15,1% fourth and
- 10,8% in fifth.
The privileged 5 will, at the end of the day, get about 67% of the clicks (an average click rate of 23%, all positions combined) versus 3% (average rate of 6,3%) if you are in the following results. All a difference!
However, positioning itself in the first results requires a performance strategy, revised regularly to adapt it to changes in the algorithms implemented by search engines over time.
Natural Referencing : SEO
Natural referencing is a substantive work done on your website to improve its general visibility (both local and global) on search engines by various techniques. It represents a long term solution that will produce constant results for a long time.
Local SEO is to put your website within the 3 local results proposed by Google. If your company is located in the same city or region as the user who conducts his search and has worked well for your local referencing, you should find yourself in this cost-effective top 3. This discipline is the large ally of company, since it leads to a higher conversion rate (buyer potential client). Logic: if a company is close to you, you will have a tendency to visit it… and not just once!
Paid Search : SEA/PPC
It is to position you automatically on some keywords of your choice, according to an auction system (market competition defines a cost per click, which can vary from few under several dollars, that you will be paid whenever a user clicks on your ad). AdWords and Bing Ads are the two most popular platforms, with paid ads from Facebook, on the social networks. Paid ads are more expensive, but very effective in the short term (for a particular promotion or event, for example).
Key to Success
In short, SEM (Search Engine Marketing = SEO+SEA) is the basis of your Web strategy. You will have the most attractive and ergonomic website in the world, and even the most relevant and reliable content; they will not serve you if nobody sees them!
Think of SEO and local SEO from the beginning of your project: it is much longer and more complex to redo a botched referencing than start off the right foot!
Whatever your situation, our experts can redress the bar of your SEM strategy. Do you have any questions or would like to participate actively in your strategy? Do not hesitate to contact us: The Web knows us!