SEO SEA relationship: optimise your digital strategy

To truly enhance your digital performance, it is essential to understand the SEO SEA relationship. For a comprehensive overview of both approaches and their impact on online visibility, we recommend reading our main article on SEO vs SEA. This article explores how SEO and SEA interact, the advantages of a combined strategy, and best practices for an integrated approach.

SEO SEA relationship: understanding the interaction

What is the difference between SEO and SEA?

Organic search (SEO) and paid search (SEA) are the two main pillars of search engine marketing. SEO focuses on achieving lasting visibility in organic results by optimising technical aspects, content and authority. SEA involves purchasing advertising space on search engines, mainly through Google Ads, to gain immediate visibility for targeted keywords. The main distinction lies in timing and investment: SEO is a long-term asset, while SEA delivers instant results but requires ongoing budget.

The benefits of a combined strategy

Maximising ROI through complementarity

Combining SEO and SEA enables you to make the most of both channels. Being present in both organic and paid results increases your overall visibility and significantly boosts total click-through rates. SEA offers flexibility for testing new keywords or supporting seasonal campaigns, while SEO builds lasting authority and reduces reliance on advertising spend. Industry benchmarks show that 70% of clicks go to SEO, but SEA delivers 50% more conversions for purchase-driven queries.

Meeting both short- and long-term search intent

Using both channels addresses different objectives: SEA captures audiences for launches or urgent promotions, while SEO builds a robust digital presence over time. In B2B, this combination ensures coverage throughout the buying journey, from discovery to conversion, and improves the generation of high-quality leads.

How to develop a hybrid strategy?

Aligning keywords for optimal synergy

The success of a hybrid strategy depends on aligning keyword targeting and messaging. Data from SEA campaigns can inform SEO briefs by highlighting high-potential queries. Conversely, SEO analysis can reveal untapped opportunities for SEA. This collaborative approach ensures greater relevance for both content and ads, while maximising conversions on landing pages.

Incremys tools: maximising performance

The Incremys SaaS platform integrates Google Search Console and Google Analytics, providing a unified view of SEO and SEA performance. With the SEO vs SEA module, you can accurately measure clicks, ROI and profitability by keyword, and adjust budgets in real time. The predictive AI and opportunity analysis modules help identify the most promising segments, while editorial planning supports seamless collaboration between SEO and SEA teams.

For more expert insights and to further your digital marketing knowledge, explore all our articles on the Incremys Blog.