What are the main levers of traffic acquisition?

The choice of the traffic acquisition lever is undoubtedly the eternal dilemma facing every e-merchant today. It cannot leave room for chance because it allows setting the budget to be committed, but above all to perpetuate the inbound marketing action. Cleverly chosen, acquisition levers are emerging as the ultimate weapon to boost the acquisition of leads and website traffic. The following defines the main traffic acquisition levers that companies can favor.

Paid SEO or SEA, for an immediate impact

Search Engine Advertising (SEA) is a paid technique based on the acquisition of keywords. The advertiser must take part in auctions through specialized platforms, the most common of which is Google Adwords. The keywords made available to advertisers vary according to the themes covered by their website. Thus, as soon as Internet users make a request based on one or more acquired keywords, the sponsored links which have been referenced SEA are systematically displayed on the first proposals resulting from the sponsored campaigns, or more precisely above the organic results SEO. Note that the payment system is based on CPC or cost per click. The advertiser must pay each time a user clicks on the sponsored link.

Natural referencing or SEO, for long-term visibility

Natural referencing or Search Engine Optimization (SEO) is full of techniques to optimize the referencing of a website. Among so many others, SEO appears to be the lever par excellence for forging long-term digital visibility. As its name suggests, this lever, once activated, consists in naturally positioning websites on positions intended for organic links: just below the results resulting from the SEA referencing.

Although SEO is done on the basis of many carefully chosen keywords, its effects are not immediate. Of course, an optimized SEO strategy is the result of long-term work. It involves implementing many optimizations on the various pillars of SEO: content, net linking, technical referencing, on-site and off-site SEO, etc.

In this case, natural referencing can very well reinforce SEA referencing, and vice-versa, thus giving life to a lever called hybrid acquisition. Thanks to SEO, it is possible to optimize the Quality Score of an Adwords account. Then, while waiting for the SEO strategy to be perfected, the advertiser can already build immediate visibility thanks to the SEA. In short, by combining SEO and SEA, the advertiser can perfectly meet its traffic and conversion needs. To achieve this, you simply have to collaborate with an SEO agency.

This acquisition lever is distinguished by the fact that it is very easy to set up and that its impacts are immediate. It appears in this case as a powerful acquisition lever dedicated to those who plan to build immediate web visibility. However, this depends mainly on a criterion called the "Quality Score". The objective is to assess the general quality of the site to be referenced, taking into account several parameters: content optimization, the relevance of the keywords used, page loading speed, etc.