News Of Heberdomaine: Le référencement naturel est-il de la publicité ?
A few years ago, advertising was the almost exclusive means of communication and visibility for companies.
The development of digital and the diversification of communication tools and techniques have contributed to changing the rules of the game in this area.
Websites, social networks and other methods of web marketing have upset the codes of advertising.
It is now possible to acquire online visibility without having to resort to advertising means in the strict sense of the term.
Thus, natural referencing appears as an alternative to paid advertising strategies such as Adwords or even online advertising banners.
Can we consider that a natural referencing intended to bring visibility to a company is a method of advertising in its own right?
SEO content does not a priori pursue a direct advertising purpose. If the purpose of the SEO campaign remains to gain visibility, the promotional aspect is less important.
Natural referencing involves the creation of content with high added value.
In other words, it must be truly useful to users of a site. SEO content that is only the accumulation of keywords, including relevant ones, would be misinterpreted by Google robots and produce the opposite effect: a negative influence on indexing. Similarly, content that is going to be overly rigorously optimized will be cataloged as being over-optimized and in this sense indexed negatively by Google.
Thus, it is possible to create relatively neutral content. Even if there is a link with the business sector of the company, it informs, describes or analyzes a given theme or subject.
If created correctly, SEO content is in principle not promotional or too subjective in nature. In this vein, to take the example of the company specializing in the sale of computers, a comparative publication of the technical aspects of a panel of computers is SEO content. It does not matter, at this stage, whether the publication mentions or alludes to the product sold by the company.
There is added value, knowledge made available to the visitor.
Alongside natural referencing, Adwords acts as an advertising process. Adwords consists of the allocation of or one of the first results – at the very top of the search results and before the natural results – by Google for remuneration. In this context, it is certainly not a question of creating value-added content, it is rather a question of promotion, of announcement.
Why bother creating content when all you have to do is pay? And, conversely, why outbid constantly to stay in the first results when natural referencing ensures a certain maintenance in a good position?
These are therefore two different processes which, even if they pursue the same goal – visibility –, obey different realities. Visibility is a consequence of good SEO where advertising is a "purchase" of visibility.
It should be kept in mind that the objective of SEO remains the gain of visibility within search engines.
This search for visibility is directly linked to the very nature of the digital environment and the indispensability of the search engine – Google in 94% of cases.
The ranking of sites in search engine results is discriminatory.
The fact of ranking sites inevitably leads to most of them, for lack of content or means, not always benefiting from visibility on the first page of results.
When we know that more than 90% of clicks are made on this page, we understand the desire of companies to position themselves well.
Seeking, through quality content and real added value to the website, to better position oneself cannot be perceived as advertising.
It is a question of adapting to a competitive environment by appropriating the rules.
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