SEM Synergy: SEO and SEA-Combining Strategies to Achieve Success


The main objective of any commercial website is to position itself correctly in the search engines. Do you want to position your site correctly in search engines? If yes then visit “Best SEO Companies in Dubai”.

When a website stands out among its competitors and presence of a website on search engine result pages or SERP (Search Engine Result Pages) is frequent, the greater the chances of attracting visitors and potential customers.

Search engine marketing or SEM (Search Engine Marketing) brings together strategies to improve and track the visibility of a web page in search engines such as Google or Bing. Now, for this, you can join “SEO Forum” to get updates about useful SEM strategies.

Altogether, SEM groups the strategies of search advertising or SEA (Search Engine Advertising) and search engine optimization. For this “Digitalmarketing” will guide you more about how SEM groups the strategies of SEA or SEO.

Advertising on search engines, as well as optimizing a website to achieve an organic positioning, are of great help in obtaining clicks and generating conversions (converting a user’s visit into a purchase action).

Although SEO strategies are independent from paid strategies (SEA) and vice versa, a complete SEM strategy should consider the synergy between the two actions.

SEM Synergy: The Right Mix of SEO and SEA

SEO and SEA: A brief Clarification of Terms

The impact of a search engine marketing strategy will be reflected directly on the SERPs or results pages.

When a user performs a search on Google, Bing or Yahoo, any of these search engines will rely on the keywords entered by the user, to offer them a list of the sites that best fit their search (organic results), as well as those Paid ads that fit the criteria used (sponsored results).

Sponsored ads, which correspond to search engine advertising or SEA, allow the company to have its products or services appear in the top positions without necessarily being organic results.

For organic results the positioning criterion is the relevance for the user, which is determined individually by each search engine and is based on a mathematical algorithm.

Thus, the organic visibility of a web page in search engines implies the consideration of different criteria. And this is where the different search engine optimization or SEO tools appear.

To define the different SEM actions (SEO and SEA) of an online project, it is necessary to consider four fundamental criteria: objectives, costs, monitoring and sustainability.

SEA: Search Engine Advertising

Placing advertising ads on search engines has the main objective of increasing traffic to a web page and ensuring a correct brand strategy.

Thus, to determine the positioning of a website that uses search engine advertising, the offer price, the correct display of the advertisement and its relevance to the user must be considered.

The benefits of implementing search advertising are primarily a high level of transparency and the ability to control promotional activities, as well as predictable success. Depending on the budget, it is possible to create a marketing campaign for a limited time or to establish it permanently.

Although search engine advertising may involve a significant investment of money at first glance, the high costs of search engine advertising are offset by its high short-term benefits.

In addition, there are different analysis tools for targeting and retargeting, that is, to reach again those users who have interacted in some way with a website.


SEA is suitable for projects and marketing campaigns that have to be developed in short periods of time, and which are expected to measure their results quickly.

A large part of SEA efforts are primarily transactional- the criteria for success is primarily better conversion.

Synergistic effects on SEM

What is Search Engine Optimization?

SEO’s main objective is to combine efforts On Page and Off Page to improve the organic positioning of a web page.

While SEO Off Page focuses on link building and optimizing the profile of external links on a website, SEO On Page applies strategies aimed at improving the page structure and adapting its own content, so that they can be evaluated easily by search engines.

Both are key for a website to obtain the best positions in the SERP.

However, guaranteeing the success of optimization measures is impossible. SEO, unlike search engine advertising, has no fixed costs and therefore lacks the specific control capabilities offered by SEA ads.

As usual, Developing most SEO strategies is time-consuming, but characterized by sustainable success- having an effect even on branding. For all this:

  • SEO is suitable for long-term and sustainable web optimization strategies.
  • In addition to better performance and a higher conversion rate, one of the biggest advantages is improving the visibility of a web page.

SEM Synergy: SEO and SEA to Get the Most Out of Digital Marketing

Despite the differences between SEO and SEA, both measures are in charge, in their own way, of improving the online presence of a website.

Digital marketing processes in search engines thus become a chain of actions in which, the more relevant and prominent a website is, the more visits and potential customers it will have.

Under certain circumstances it is advisable to combine efforts and implement SEA and SEO strategies, as in some cases they can be of great help to web page owners. These are mainly related to:

  • Data exchange
  • Combined use of keyword strategy
  • Optimization of the website based on paid advertising (SEA)
  • Multi Listing strategies
  • Obtaining data for better performance

Special SEM tools allow us to quantify data, facilitating the planning and development of digital marketing strategies in search engines.

To create a SEM strategy for Google, the most widely used search engine in the Spanish market, it is possible to use tools such as:

Google Webmaster Tools: they mainly report on those keywords that organically position a web page, as well as the exact traffic they generate towards the web. 

Google Analytics: mainly used to analyze traffic statistics, in most cases produced by Google Webmaster Tools. It is perfectly applied to SEO and SEA processes. 

Google AdWords: Based on the data provided by the previous tools, it is possible to compare the implemented SEA measures.

This allows a website administrator to fully track a chain of clicks, thus identifying the customer’s route from access to the purchase decision (Customer Journey) and the relevant points of contact with the offer (Touchpoints).

These types of tools facilitate the process of adapting the SEM strategies for a website, as well as the detailed monitoring of its performance.

SEO and SEA: Share Keywords for Better Optimization

In digital marketing, keywords are essential when creating a SEM strategy: from the conception of the structure of a web page for its search engine optimization, to the development of an advertising campaign for a search engine.

When doing an analysis of the keywords of a website, a large number of relevant keywords are usually short or medium tail. However, a keyword SEO analysis will serve as the basis for a SEA campaign, so it should also include long tail combinations with which to reach a greater number of users.

This type of information on search volume and trends has been integrated into the Google AdWords Keyword Planner. This keyword plannerIt offers detailed data on what type of keywords will generate conversions for a website and to what extent they will.

The Keyword Planner allows you to identify especially relevant keywords to properly apply them to an SEO strategy.

Because advertising in Google works under the principle of pay per click or PPC (English Pay-Per-Click), it is recommended to use those keywords with a high cost for activities related to SEO strategy, thus reducing spending in advertising.

The implementation of long tail terms with small search volumes is especially attractive for long-term SEA strategies, as well as for new projects that do not yet appear in the organic results.

Optimization for SEA-Based Search Engines

AdWords campaigns offer great possibilities for optimizing a web page according to relevant criteria for search engines. To achieve higher click-through rates, search engine advertising relies on a continuous process of improving the ads and the respective landing pages.

Using the A / B test , where the performance of two different ads for the same keyword is evaluated, it is possible to optimize ads, as well as SEO strategies to improve, for example, the CTR (Click Through Rate) of snippets and writing. metadata.

Effects of the SEO-SEA mix: Greater visibility with Multi Listing

The concept of multi listing refers to the moment in which a web page appears both in the organic results and in the paid results.

The dominance of these types of actions in SERPs has a positive influence on the visibility and positioning of a business- in addition to greatly reinforcing user confidence in the brand.

The way in which this type of strategy is applied is closely related to the budget available for paid advertising, although it is a guarantee of a good organic positioning.

Other types of multi listing actions include the inclusion of ads in other Google SERPs such as Shopping, Images, Videos or the Knowledge Graph.

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