32 How to make the synergy between SEO and SEA work_Header

How to make the synergy between SEO and SEA work

Let’s be frank: the main goal of your website is to get to the highest possible ranking on the result pages of the most popular search engines, like Google, Yahoo, Bing and the likes. And the more prominent your website’s subpages pop up on a search engine result page, the better the chances are that visitors will end up visiting those pages during their search for information or their intention to buy.

SEO and SEA: they may look alike, but aren’t

When speaking of online marketing, there’s one question that always springs to mind: how do we make sure our webshop or website are easily found by visitors? One of the most effective methods to secure a higher position in the search engine’s results page (or SERP) is to make sure that your audience can find you through search engines.

Unfortunately, the competition for those high-ranking spots is tough. To enhance your visibility on search engines, marketing techniques such as search engine advertising (SEA) and search engine optimisation (SEO) will be you weapons of choice.

SEA is the mix of paid ads on the search results page. They are displayed either directly in the area above the other search results or to the right of the normal search results. SEO, on the other hand, contains the methods you use to get a better position in the organic — and thus unpaid — search engine rankings.

Both have their advantages… and disadvantages

Obviously, the fact that SEO is free, makes it a financially harmless method to experiment with.  When done well, getting yourself noticed in SERPs will only cost you time. But be aware that your competitors will most likely be targeting that same audience, with more or less  the same keywords. In addition to that, the quality of your website’s content and link profile will determine your position in the result ranking. Elbowing your way to those top spots will take time, effort and analysis.

The main advantage of SEA is that you actually pay for you website to be the top result for certain searches. By focusing on specific searches and combinations of keywords you can create a bigger flow of traffic. On the downside, your competitors are probably hunting for the most popular keywords and phrases too, so the bids to claim them can be quite hefty.

And the winning combination is…

Your best tactic to land a top ranking is to create a synergy between the strengths of both SEA and SEO. Where paid advertising is highly effective to get results in a relatively short time span. This will lay bare the keywords which convert well for your product or service (and which don’t). Test different ads that use the same keyword to work out which performs better. Findings from these tests can be used to optimise ads and are also useful for drawing conclusions about the effectiveness of different SEO tactics. Use those results as an insight to optimise your position on the result pages of organic searches. You can make up for the shortcomings in SEO by increasing bids your ads. Vice versa, you can cut down your ad budget on products that already perform well with SEO.

It’s a proven fact that sites appearing twice on search engine result pages (both in paid ads and organic) generate more attention and more clicks. When you combine SEO and SEA, they provide the most efficient marketing strategy.


When you use SEO and SEA to reinforce each other, 1 and 1 add up to 3. In search engine marketing, it’s of the utmost importance to know exactly why you you’re making certain choices. Only by testing thoroughly and comparing the results you can come to the right conclusions and insights to cement those top-ranking results for your brand or product. Need help finetuning your SEA and SEO techniques? Don’t hesitate to get in touch with RAAK. One of our experts will gladly share some best practices with you.


New call-to-action

Posted on
Dec 3, 2019