Well done, you have studied your targets and prospects! You have even started producing content that converts! Now, here are the indispensable tools that will help you attract traffic and enhance your digital marketing. They are SEO, SEA, SMO and SMA. Don’t panic, we’ll explain it all to you.
SEO and SEA: natural and paid referencing:
Nowadays, having a website and nice blog posts are not enough. Sorry to break this myth if you thought it was still the case.
To make your digital marketing strategy shine, you need traffic! To attract visits, you need to be seen on search engines.
To do so, you can use :
- SEO (Search Engine Optimization) or natural referencing
- SEA (Search Engine Advertising) or paid referencing
Natural referencing or SEO:
It includes all the actions you will undertake to improve your natural positioning on search engines (Google, in short).
Note that the actions that you will deploy in SEO may be visible in the more or less long term.
So, what is SEO? A little of these three elements at the same time :
- The technical optimization of your website: thanks to an ergonomic site, fast and adapted to the mobile in particular.
- The quality of your content and a strategy for choosing the right keywords: creation of pages and regular feeding of your site around the requests and keywords that your prospects will type to find you.
- The authority of your website: This includes the popularity of your site, but also its age and frequency of publications for example. One of the main factors of popularity is netlinking, the more links you have that lead to your site from other domain names, the more popular your site is seen as by search engines.
Ideally the SEO approach should be considered from the very beginning of the website creation process, as it will influence the architecture of your pages and your technical choices.
Paid referencing or SEA:
SEA refers to paid advertising on search engines such as Google, Bing etc. It should be noted that the term “paid referencing” is an abuse of language. It is not really a referencing but a bidding system on keywords.
Of course, Google holds the vast majority of the market shares. Google ads are managed from the dedicated platform Google Ads (formerly google adwords).
Creating ads allows you to get on Google’s promotion spaces. Either on what is called the SERP: i.e. the result pages when using a search engine (result preceded by the word “Advertisement”).
Paid referencing has the advantage of producing effects quickly. Even from the launch of your advertising campaign if it is well optimized.
Many statistics allow you to adjust your ads. It is thus a particularly formidable tool for the launch of a product or to promote a sales page for example! On the other hand, at the end of your campaign, you disappear and this inevitably leads to a drop in traffic (unless you have worked on other elements of your digital marketing in parallel). So the SEA is not enough!
SMO – SMA: Organic Reach and Paid Reach:
We’ve talked about search engines, let’s focus now on social networks. With two acronyms again: SMO and SMA!
- SMO for Social Media Optimization.
- SMA for Social Media Advertising.
Social Media Optimization (SMO):
SMO refers to all the actions you will take on social networks to create your community and get your brand or company talked about. For example, you can launch a Facebook, Pinterest, Twitter or Linkedin account. Of course, it depends on your target audience. Your presence on these social networks will make you visible to your customers and prospects.
The interest of any good SMO strategy is obviously to be thought to generate traffic and opportunities. To do this, you will need to: create content relevant to your audience, create conversations on topics around your business. This is all the work of a community manager or social media manager.
In the vocabulary of digital marketing on social networks, remember this word: reach. It means the number of people a publication will reach. You have access to this number as soon as you publish on a social network. The SMO seeks to improve this reach naturally, this is what we call organic reach. That is to say without advertising.
Social media advertising (SMA)
A bit like we saw precisely with the case of advertising on Google, the SMA is the advertising that you will broadcast through social networks. This diffusion of advertising on social networks is possible thanks to the recent appearance of these platforms: Linkedin Ads, Twitter Ads, Pinterest Ads…
Using this practice can help you increase the reach of your publications. You will also be able to target audiences (groups of Internet users). Including people who do not necessarily follow you on your social network accounts. Advertising is delivered to these groups according to different criteria: their interests, their age or their geographical location.
With the SMA, you can also create “retargeting” campaigns, i.e. offer a web user who has visited your website to see your ads on social networks. The interest is therefore to follow the prospect throughout his buying process. And to accompany him until the potential purchase.
It is recognized by the mention “Sponsored Post”