What is search engine advertising?
Search Engine Advertising is better known by the abbreviation SEA. It is part of online marketing. Together with SEO, it is an important part of search engine marketing. SEA measures involve advertising bookings on Google, Bing and Co.
What significance does search engine advertising have for SEO?
Search engine advertising cannot be compared with SEO. However, advertising measures of this kind can have an indirect effect on the website ranking. SEA measures increase the reach and visibility of a website. This strengthens the brand. It also results in higher traffic, which affects the ranking in organic search. Once a brand is known, users usually also choose this provider in organic searches.
Google takes many different ranking factors into account when evaluating a website. These include a high click-through rate, a low bounce rate and a long dwell time. If these values are positive for clicks on advertising bookings, the page quality also increases.
To ensure that a click on the booked ad contributes to a high dwell time, it is important to optimize the page in advance. Relevant and interesting website content is necessary to encourage users to read on. A good website structure is also necessary so that users don't bounce right away.
SEA measures and SEO benefit from each other, so to speak. If a website is not well designed, advertising bookings are unlikely to contribute to success. However, if the page content is optimized and well designed, users will be more curious and may even trigger a conversion.
