SEO vs SEA: what click rates can you expect from each strategy?

SEO vs SEA click rate: understanding the differences and optimising your digital strategy

Introduction

Definition and significance of click rate in SEO and SEA

The SEO vs SEA click rate is a crucial metric for assessing the effectiveness of your online presence. While SEO (Search Engine Optimisation) and SEA (Search Engine Advertising) are often seen as competing approaches, both are designed to attract high-quality traffic. For a more detailed overview of their respective roles, refer to our main article on SEO vs SEA.

Click-through rate (CTR) measures the percentage of users who click on a link after viewing it. In SEO, it reflects how well organic pages capture attention, whereas in SEA, it gauges the effectiveness of paid advertisements. This KPI directly influences the return on investment of your digital campaigns.

What is the main benefit of SEO over SEA?

SEO delivers long-term visibility and a steady flow of leads without incurring additional cost per click. Organic results typically account for around 70% of clicks on Google, while paid ads capture about 30%. In contrast, SEA provides instant but short-lived visibility, which disappears as soon as the advertising budget is exhausted. Investing in SEO enables you to build a sustainable strategy with controlled acquisition costs.

Analysis and optimisation

Distinction between organic rankings and sponsored results

Sponsored results (SEA) appear at the top for targeted queries, but are dependent on advertising budgets. The average click rate for search ads is approximately 3.17%, and just 0.46% for display ads. By comparison, the top organic SEO result enjoys an average CTR ranging from 9% to 34%, highlighting users’ preference for natural links, which are often seen as more trustworthy.

The Incremys SEO vs SEA module enables detailed analysis of click distribution by keyword, helping you identify the most effective levers for performance.

What is a good click rate for maximising results?

A strong click rate varies depending on the channel and position. In SEA, achieving over 3% is considered good, while in SEO, a 9% CTR for the top position is a realistic benchmark. CTRs are also influenced by featured snippets and the level of competition. Thanks to the integration of Google Analytics and Google Search Console within Incremys’ 360° SEO SaaS solution, you can analyse performance in detail and optimise your content to maximise clicks.

Key advantages and opportunities for your digital strategy

The choice between SEA and SEO depends on your digital maturity and specific objectives. SEA is ideal for immediate campaigns or one-off events, while SEO builds a lasting asset and generates consistent organic traffic with minimal incremental cost. By combining SEO and SEA, you can maximise your market coverage and adjust budgets according to observed performance.

With the Incremys SEO vs SEA module, you can efficiently manage your resources to optimise ROI and harness the strengths of both approaches. For further insights, explore our resources on the Incremys Blog!