The Internet is a common sales channel for businesses today. While some companies are content to have a showcase site, others, and there are many, have opted for e-commerce sites. There are two very different topics for businesses: traffic and conversion.
The Internet is not a sales channel that should be forgotten because it allows you to eliminate the distance that separates you from your customers. According to the 2022 We Are Social and Hootsuite report on the 65.51 million people in France, there would be 60.92 million Internet users, or 93% of the population (+2, 4% compared to January 2021). Therefore, losing this opportunity would be detrimental on a commercial level even if not all businesses are necessarily adapted to selling on the Internet.
Traffic to a website can come in many forms. We usually talk about direct traffic when a user types a site’s URL directly into a browser’s address bar. The latter (with a few exceptions) knows your site and goes straight to it. Another way to get to a site is to click on a link from another site (or an ad) that will redirect you to your site. This link may have been obtained for free or for a fee. The other way to reach a site is through search engines like Google. In this case, the Internet user enters the information they want in the search bar and gets results. Some are free, then we talk about natural referral (SEO) and some paid, then we talk about paid referral (SEA).
The difference between SEO, SEA and SEM
In general, search engine marketing (SEM) represents marketing techniques aimed at better search engine indexing. This involves increasing the visibility of a site in the latter either by optimizing the site (particularly for keywords), or by buying business links on search engine results pages.
It is distinguished from SEO (Search Engine Optimization) which designates all actions aimed at improving the ranking of a website in search results (so-called organic or natural). As you can see, these are “free” techniques. This job involves understanding how search engine algorithms work and complying so that your site can rise to “natural” results. Succeeding in SEO is not an easy task as it is about acting on 3 big levers: content that needs to be well structured and quality, netlinking which is about having links from other sites that run your site (without paying). them) and the technical optimization of the site. Climbing the results, therefore, is not an easy task as there are a hundred criteria on which to intervene.
SEA (Search Engine Advertising) is about creating and optimizing paid ads that appear on search engine results pages. It is actually a form of advertising that allows you to appear in the first results for a fee. The most popular thing is to run these Google Search Ads campaigns (formerly Google Adwords) which puts your website in certain keywords you have purchased. The whole problem in this context is that it works according to an auction system, it is better not to make mistakes with the queries (or keywords) you choose. The goal is to attract the right Internet users to your site, those who are interested in your business or product. That is, you pay for an internet user to click on a link called “sponsored” and not all keywords are priced the same. Therefore, the goal is to choose the right keywords to attract the right visitors.
Differences between SEO and SEA
If in fact, both serve to generate more traffic and to be more visible through search engines, they are very different. The first: SEA is paid and free SEO. The other big distinction is that SEA has immediate effects, while SEO can take time to set up. The advantage of SEO is that it offers a better return on investment (called ROI) because you don’t pay and these effects are lasting. You can no longer spend time on your site and it stays well positioned in certain keywords. However, search engines appreciate that your site is moving, it is essential to create content regularly to be well positioned. In the end, the two techniques are complementary, the SEA addresses the short term rather than the SEO is generally more long term.
Other payment strategies to acquire traffic
As we mentioned earlier, there are only search engines to access a site and therefore other strategies to acquire traffic. First, you can advertise especially on other sites using banners. Advertising can be paid for by various means. There are usually three types: CPM (cost per thousand) where you pay on the screen, CPC (cost per click) where you pay when a user clicks on your ad, and finally CPA (cost per action) which is the affiliation model. where you pay a commission when the “affiliate” performs a specific action such as filling out a form.
Another new and popular technique for generating traffic is to have a link to another site implanted in the content. In case you are a master of writing, we are talking about sponsored or guest articles, while if there is only a link to certain keywords, we are usually talking about paid links. This strategy has the advantage of mechanically raising search engines as they find that your site is recommended by another. This strategy is halfway between SEO and SEA as it generates medium to long term effects but pays off (although it can sometimes generate short term effects).
Mobile browsing to consider If in the past the vast majority of connections were made through a fixed computer, today it is clear that trade m has increased. Thus, Internet users spend 5:34 hours of time online a day, including 2:19 via mobile, and more than 86.5% of current users access the Internet through their mobile.