SEO or SEA? How to determine whether you should advertise, optimize, or do both!

When we compare SEO and SEA, it's actually like comparing apples and oranges, as we often tell our customers. They differ in important ways:

SEO (search engine optimization):

• Works on organic visibility in search results
• Focus on the three pillars: content, technology, and authority
• Is a long-term strategy that takes time
• Delivers sustainable results without cost per click

SEA (search engine advertising):

• Delivers faster results in the short term
• Works via a bidding strategy: paying more means ranking higher
• Provides immediate visibility and clicks
• Stops delivering results as soon as you stop paying

SEA is an effective strategy that delivers quick results, making it particularly valuable in specific situations.

SEA works as a direct route to the top of search results via a bidding system: the more you are willing to pay, the higher your position in the ad results. This translates directly into more visibility, more clicks, and more traffic to your website.

In addition, SEA offers direct access to potential customers who are actively searching for what you have to offer. This is especially valuable when you have launched a new website and have not yet built up natural authority in search engines, or when you want to draw attention to specific products or temporary promotions. Even in highly competitive markets, where reaching the top positions organically is a major challenge, SEA can be an effective way to remain visible.

"Do you really want to see results with a new website in the short term? Then I would advise starting with SEA," is the advice we often give to start-up entrepreneurs who want to see results quickly.

Many people ask themselves: what are the benefits of SEO? SEO is an investment in the future findability of your website. By working on the three pillars (content, technology, and authority), you build a sustainable online presence that continues to pay off without having to pay for every click.

The technical aspects of SEO contribute to a better user experience on your website. Consider:

• The loading time of your website
• A clear URL structure
• Good navigation that allows visitors to move quickly through your site
• A logical header structure

If you want to work on a long-term strategy and really want to be at the top of those organic results in the long run, it is important that you start working on SEO right from the start of a new website. You can do SEO yourself or outsource it.

Although Google says that SEO and SEA are completely separate, we see in practice that they can complement each other perfectly. There may not be a direct link, but indirectly they do reinforce each other.

An effective approach that we often use:

1. Start with SEA for immediate results

• Test different keywords and campaigns
• Drive immediate traffic to your website
• Gain insight into what works and what doesn't

2. In the meantime, build your SEO foundation

• Focus on the same keywords that perform well in SEA
• Develop high-quality content that builds authority
• Optimize the technical aspects of your website

3. Gradually shift from SEA to SEO

• If you rank highly organically for certain keywords, you can reduce your advertising budget for those terms.
• Invest your SEA budget in new keywords or campaigns
• Continue to monitor and adjust based on results

You can use SEA to test certain keywords and optimize campaigns, while later on you can use SEO to rank for those keywords as well. Once you can scale back your SEA campaigns, you will still be at the top of the organic results.

It is important to realize that the search landscape is changing. Google is facing increasing competition:

• TikTok has become an important search engine, especially for young people.
• Instagram also offers search functionality and shopping options within the app.
• AI-based platforms such as ChatGPT and Perplexity are gaining ground

This means that an effective strategy must look beyond Google alone. The new strategy we are rolling out focuses on combining images with textual content, which is becoming increasingly important for both webshops and service providers. Would you like to know more about a good SEO strategy? Then read our blog about the 5 essential success factors for a rock-solid SEO strategy.

The choice between SEO and SEA depends on your specific situation, goals, and timeline. For most companies, a balanced approach is most effective:

• Start with SEA for quick results and insights
• Invest in SEO at the same time for sustainable long-term results
• Gradually shift your focus and budget as your organic positions improve.
• Consider different platforms in your strategy

At Reward, we are happy to help you determine the right mix for your company. We look at your specific situation, goals, and competition to develop a strategy that delivers results in both the short and long term.