{"id":7591,"date":"2019-08-20T09:49:00","date_gmt":"2019-08-20T07:49:00","guid":{"rendered":"https:\/\/www.aloma.de\/seo-vs-sea\/"},"modified":"2024-12-01T19:38:00","modified_gmt":"2024-12-01T18:38:00","slug":"seo-vs-sea","status":"publish","type":"post","link":"https:\/\/www.aloma.de\/en\/seo-vs-sea\/","title":{"rendered":"SEO vs. SEA"},"content":{"rendered":"\n<p><strong>Author: Johanna Hanusch, Online Marketing Manager<\/strong><\/p>\n\n<p>Search Engine Optimization (SEO) and Search Engine Advertising\n(SEA) are known to be the two largest disciplines in the field of\nSearch Engine Marketing (<span class='hint'><a href=\"https:\/\/www.aloma.de\/en\/guide\/search-engine-marketing\/\">SEM<\/a><\/span>).<\/p>\n\n<p>But why do the two areas have such a high relevance?\nIf we want to be perceived as a company on the Internet, we arrive\nGoogle not over. Every user uses the world&#8217;s largest search engine\n3-4 times a day \u2013 and SEO and SEA make a website easier\nis found.<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_search_engine_optimization\"><\/span>What is search engine optimization?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 ez-toc-wrap-right counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#What_is_search_engine_optimization\" >What is search engine optimization?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#On-page_optimization\" >On-page optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#Off-page_optimization\" >Off-page optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#How_do_search_engines_work\" >How do search engines work?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#SEO_Pros_and_Cons\" >SEO: Pros and Cons<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#What_is_search_engine_advertising\" >What is search engine advertising?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#How_are_ads_posted\" >How are ads posted?<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#Google_Ads\" >Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#Smart_Campaigns\" >Smart Campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#Shopping_campaigns\" >Shopping campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#YouTube_Advertising\" >YouTube Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#Display_advertising\" >Display advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#Display_Video_360\" >Display &amp; Video 360<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#SEA_advantages_and_disadvantages\" >SEA: advantages and disadvantages<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/#Result\" >Result<\/a><\/li><\/ul><\/nav><\/div>\n\n\n<p>The term <a href=\"https:\/\/www.aloma.de\/en\/what-is-search-engine-optimization\/\" title=\"What is search engine optimization?\"  data-wpil-monitor-id=\"12\">search engine optimization<\/a> or SEO (Search Engine Optimization) summarizes all measures that serve to place a website for a search word as high as possible in the results of a search engine.  <\/p>\n\n<p>The ranking of a website can be determined by various SEO sub-areas\nsuch as on-page or off-page optimization and technical\nAdjustments can be influenced.  <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"On-page_optimization\"><\/span>On-page optimization<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>In on-page optimization, the website is adapted so that it is ideally matched in terms of content, structure and semantics to the search words for which it is to be placed in the search engine. The design of various parameters such as headers and subheadings, URL naming or page titles exerts an influence on the ranking.<\/p>\n\n<p>So that a search engine optimizes the content of your website\n, technical conditions must be regulated. Thereto\ncounts, for example, that search engines can crawl your site unhindered\nand are guided through the structure via a sitemap. Short loading times,\nbarrier-free availability on different end devices, enrichment of the\nCodes through metadata and a clear link structure are here\nimportant aspects.<\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Off-page_optimization\"><\/span>Off-page optimization<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>When it comes to off-page optimization, managers focus\nrely on external signals that indicate the relevance of the website to the search engine\nincrease. This includes, above all, backlinks of the website to be optimized,\nthat they receive from other websites.  <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_do_search_engines_work\"><\/span>How do search engines work?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Search engines like Google have bots that use web pages\nwith regard to the above-mentioned aspects. Texts are clearly in the\nForeground.  <\/p>\n\n<p>How Google weights the individual parameters that determine the\nRanking of websites is not clarified in detail. Firm\nHowever, it is clear that a complex system of different algorithms\nevaluated on the basis of over 200 criteria. With the rankings, the\nSearch engine always provides a user with the most relevant results for his query\nDisplay. This makes Google the bridge between the customer and his\nneeds as well as the company with its offers.  <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SEO_Pros_and_Cons\"><\/span>SEO: Pros and Cons<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>Search engine traffic has many advantages. So he is to the\nExample very consistent: When you post on Instagram,\nthis disappeared from the newsfeed of your followers after a maximum of 2 days.\nIf, on the other hand, you rank relatively far ahead in the search engine, you can\nNo one there so quickly displace.  <\/p>\n\n<p>Another advantage is the cost. Apart from the\nExpenses for your employees incurred in text production, SEO is basically\nfree. Some companies pay website operators to post guest posts and\nto publish links on their pages.<\/p>\n\n<p>In addition, you can use <span class='hint'><a href=\"https:\/\/www.aloma.de\/en\/marketing-directory\/google-analytics-en\/\">Google Analytics<\/a><\/span> and Google\nSearch Console tracks how many people are coming to your page via which keyword\nhave come. Ranking changes and potential new keywords can also\nYou will investigate there.  <\/p>\n\n<p>The advantages of search engine optimization can therefore be\nsummarize as follows:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Long-lasting traffic<\/li>\n\n\n\n<li>Transparent evaluation<\/li>\n<\/ul>\n\n<p>The disadvantage of SEO is the high expenditure of time. Google\nevaluates the website according to text length, relevance and quality. A qualitatively\nWriting high-quality text can take several days in case of doubt\n\u2013 and even then, those responsible have no guarantee that the text\nto the top places of the Google ranking.  <\/p>\n\n<p>In addition, it takes a certain amount of time for Google to create a new\nPage indexed and listed in search results. Again, you have to\nPlan waiting times. Until you get the first organic visitors via SEO on\nGetting your website can take months.  <\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Tip:<\/strong> You can make sure that the Google bot, which is responsible for evaluating and indexing a website, analyzes your page faster. To do this, tell Google in Google Search Console that the corresponding page should be crawled again. Experience has shown that this shortens the waiting time.<\/p>\n<\/blockquote>\n\n<p>In summary, SEO has the following disadvantages:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Time exposure<\/li>\n\n\n\n<li>No guarantee of ranking<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_search_engine_advertising\"><\/span>What is search engine advertising?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>The second part of search engine marketing is SEA (Search Engine Advertising).\nPart of this are advertisements that search engines against payment\nwithin their search results in addition to the organic search hits\nlead. The user is always presented with these displays before the organic ones.\nSearch Engine Result Pages (SERPs) and\nhave a corresponding marking.<\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"811\" height=\"633\" src=\"https:\/\/www.aloma.de\/wp-content\/uploads\/2019\/08\/online-marketing-serp.png\" alt=\"\" class=\"wp-image-1263\" srcset=\"https:\/\/www.aloma.de\/wp-content\/uploads\/2019\/08\/online-marketing-serp.png 811w, https:\/\/www.aloma.de\/wp-content\/uploads\/2019\/08\/online-marketing-serp-300x234.png 300w, https:\/\/www.aloma.de\/wp-content\/uploads\/2019\/08\/online-marketing-serp-768x599.png 768w\" sizes=\"auto, (max-width: 811px) 100vw, 811px\" \/><figcaption class=\"wp-element-caption\"> <br\/>  Fig. 1. Ads always appear before the organic search results and are identified as such.  <\/figcaption><\/figure>\n\n<p>Google Ads, Google&#8217;s control center for SEA, offers image ads on the Display Network or even video ads on YouTube in addition to the scenario of <a href=\"https:\/\/www.sortlist.de\/s\/sea\/deutschland-de\" rel=\"nofollow\" class=\"broken_link\">ads in the search results<\/a> described above.  <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_are_ads_posted\"><\/span>How are ads posted?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>So that the ads are displayed for suitable search queries,\nthere is an auction system. The auction item is the keyword.  <\/p>\n\n<p>The position of a display depends on\ndepends significantly on the Google Quality Score (QF) and the click price.\nFactors influencing a high QF include the click-through rate of the\nKeywords, the click-through rate of the URL, the total click-through rate of all switched\nAds, landing page quality, and keyword relevance to the user.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Tip:<\/strong> Even if it sounds very time-consuming at first, create a separate ad group and several ads for each keyword. In this way, you can significantly increase your Quality Score, as you can target your ads precisely and thus highly relevant to the one keyword.<\/p>\n<\/blockquote>\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Google_Ads\"><\/span>Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n<p>Google Ads is the advertising system with which\nUsers can place their ads on Google.  <\/p>\n\n<p>It also provides users with various tools,\nwho support them in search engine marketing. In the following, I would like to introduce you to\nSome useful features of the system before:  <\/p>\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Smart_Campaigns\"><\/span>Smart Campaigns<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n<p>This tool is primarily aimed at smaller\nCompanies that are not yet much experience in creating\nBring ad campaigns on Google. It makes it easier for users to put on\nof a campaign and reduces the workload to a few minutes.  <\/p>\n\n<p>After users have specified their goals, a\nAlgorithm thanks to artificial intelligence (AI) the management of the campaign.\nThis is then able to place even effective ads and\noptimize.  <\/p>\n\n<p>Smart Campaigns is a controversial feature. Many\nCompanies have had positive experiences with the tool \u2013 however, there are\nthere are also numerous voices stating that Smart Campaigns are not so good\nWorks as hoped. The AI is often unable to display the ads to\nto play the right target group, which is why the ads are only conditionally\ncan be evaluated and optimized.<\/p>\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Shopping_campaigns\"><\/span>Shopping campaigns<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n<p>For shopping campaigns, the\nGoogle Merchant Center, where all information about the respective products\ncan be entered. If the system is linked to Google Ads, the\nstored data, Shopping ads are automatically displayed. In order to achieve a\nShopping campaign to successfully maintain, the product data must be\nare regularly updated.  <\/p>\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"YouTube_Advertising\"><\/span>YouTube Advertising<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n<p>Due to the high number of users, the video platform\nYouTube is an ideal place to advertise. Google Ads can be used to\nCreate ads that appear in search results on YouTube\nbecome. In addition, short video ad clips before and during a video\nthat the user wants to look at.<\/p>\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Display_advertising\"><\/span>Display advertising<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n<p>Users are able to advertise banners via Google Ads\non different websites. In doing so, they can either view pages,\nChoose topics or keywords for which you want to place banners.\nIn addition, they can retarget the Display Network \u2013 the\nPlayout to users who have already visited the company&#8217;s website.  <\/p>\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Display_Video_360\"><\/span>Display &amp; Video 360<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n<p>With this tool, users can design their own campaigns. It\nconsists of 5 modules that support the planning, analysis and optimization of an advertising campaign\nvia Google.  <\/p>\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SEA_advantages_and_disadvantages\"><\/span>SEA: advantages and disadvantages<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>SEA is faster than SEO! Within a day (often\nmuch faster) an ad is approved and is marked with a high\nVisibility. As a result, users have access to\nabout data that they can evaluate.  <\/p>\n\n<p>Another advantage of SEA is the direct access to the\nTarget group, because the ads are more targeted. In doing so,\nCriteria such as region, age, gender or interests play a role.  <\/p>\n\n<p>The <strong>advantages of SEA<\/strong> can be summarized as follows:  <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Measurable figures are quickly available<\/li>\n\n\n\n<li>Precise targeting of the target group<\/li>\n<\/ul>\n\n<p>Despite the benefits, SEA can sometimes be difficult. If in doubt, it happens several times that your ads are not approved. Google &amp; Co. have strict guidelines for advertisements \u2013 more detailed information on this topic can be found <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6008942\">here<\/a>.<\/p>\n\n<p>In addition, SEA can be more expensive than SEO in the long run. You can\nInvest 2 days in a high-quality text in order to achieve long-term\nAchieve results. However, if you run ads for a long time,\nthis may cost several thousand euros \u2013 the actual costs\nalways depend on how high the competition and search volume for a keyword\nare. This can be checked beforehand in the keyword planner.<\/p>\n\n<p>The following points therefore have a detrimental effect on SEA:  <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Strict ad policies<\/li>\n\n\n\n<li>Ongoing costs<\/li>\n\n\n\n<li>With little SEA experience, there is a risk of much\nBurning money haphazardly<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Result\"><\/span>Result<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>You don&#8217;t have to choose between SEO or SEA, because successful\nSearch engine marketing is rather a combination of both methods.  <\/p>\n\n<p>SEO is more tedious \u2013 in this area can sometimes be good\nand like 1-2 months pass until your pages rank. However, this brings you\nMethod cheaper and more constant traffic in the long term. SEA, on the other hand, ensures\nfaster results, which entail a corresponding price.<\/p>\n\n<p>There are very competitive keywords in the SEO space. If you find it difficult to rank here on the first page, I recommend advertising this keyword as an interim solution.<\/p>\n\n<p>Of course, the same applies the other way around: There are keywords in the ads area that are very expensive. To avoid paying \u20ac30 or more for one click, you should focus on ranking high in organic search and thereby generating traffic.<\/p>\n\n<p>How companies design their search engine management,\nalways depends on the area in which they are active. In the B2C sector\nare aimed at large target groups and aim to stimulate impulse purchases for\nTo trigger products without much need for explanation. The costs in the ads area\ncan therefore often be higher. On the other hand, revenues come much faster\nback (<span class='hint'><a href=\"https:\/\/www.aloma.de\/en\/marketing-directory\/e-commerce-online-shops-en\/\">e-commerce<\/a><\/span>).<\/p>\n\n<p>The B2B sector usually has fewer and smaller\nTarget groups with longer decision-making paths. Therefore, <a href=\"https:\/\/mind-force.de\/knowhow\/b2b-online-marketing\/\">SEO in B2B<\/a> offers here\nmore benefits for companies. Longer decision-making processes mean more time to\nBuild trust \u2013 that&#8217;s why content needs to be available for longer.\n\nOverall, there are for both areas and both\nIn the case of disciplines, there is no real right or wrong approach. Try it out\nand don&#8217;t just stiffen yourself on one path.\n\n\n\n<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Author: Johanna Hanusch, Online Marketing Manager Search Engine Optimization (SEO) and Search Engine Advertising (SEA) are known to be the two largest disciplines in the field of Search Engine Marketing (SEM). But &#8230; <a title=\"SEO vs. SEA\" class=\"read-more\" href=\"https:\/\/www.aloma.de\/en\/seo-vs-sea\/\" aria-label=\"Read more about SEO vs. SEA\">weiter<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[639],"tags":[],"class_list":["post-7591","post","type-post","status-publish","format-standard","hentry","category-search-engine-marketing","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO vs. SEA<\/title>\n<meta name=\"description\" content=\"Author: Johanna Hanusch, Online Marketing Manager Search Engine Optimization (SEO) and Search Engine Advertising (SEA) are known to be the two largest\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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