Search Engine Advertisement (SEA) versus Search Engine Optimization (SEO)
Search engines distinguish between two kinds of search results: organic search results and paid search results. An advertisers effort to get his site to the best position in the organic results is called “Search Engine Optimization” (SEO). The effort to get to the best position in paid search results is called “Search Engine Advertising” (SEA). Figure 1 shows the placement of organic results and advertisements on a Google Search result page.
To get a higher rank on free organic results (SEO), the focus is on improving the website’s content and to ensure that the website is linked from other websites with similar content. On the other hand, SEA requires the use of a Google AdWords account. It focuses on improving campaign structures, keywords, ads and landing pages to match the users’ desires.
Fig. 1: Google Results page
How SEA works
SEA belongs to the field of Pull-Marketing. Advertisers intend to capture the interested potential customer, who is already searching the web for his desired product or service. Keywords are written to anticipate the customers’ search query and provide an exact advertisement. The more precise the booked keywords and ads are, the higher the effectiveness of the corresponding campaigns will be. The goal is to improve the customer’s shopping experience by offering him a fast, precise buying process – search, click and purchase.
Main terms and concepts