The Importance Of SEO In Advertising Strategies


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SEO and advertising are two concepts that it is essential to have clear when launching into the online market. If you look at the graph below, you can see how the web is consolidating as a place of commerce.

That is if the Internet is confirmed as the most popular channel of information and communication in the world. According to the statistics to follow, the same will be confirmed also for the buying and selling of products and services.

To help those who, like you, need to know more about this subject, with this article, we want to explain how SEO can be part of a marketing campaign.


  • SEO and digital marketing are very good friends and allies. Therefore, SEO can perfectly be part of an advertising strategy.
  • SEM, SEO, and SMO are a set of practices with a single objective: visibility on the web (3).
  • While SEO seeks to increase visibility in the medium and long term, SEM is almost immediate.

What you should know about SEO and digital advertising

There is no doubt that SEO (Search Engine Optimization) is one of the indispensable arteries of a company’s life. This method brings new potential buyers to the products or services of a website. Being a decisive factor when it comes to positioning your site on the first pages of a search engine.

In other words, if the goal of your business is to reach as many people as possible in the network, both locally and globally, SEO practice is something basic. Visibility has always been an essential key to the sales of a store, whether physical or digital.

What are the defining attributes of SEO?

SEO is defined by a characteristic resulting from the behavioural analysis of users. Specifically, we are talking about the fact that Internet users focus their attention on the upper left side of web pages.

For this reason, companies need to be positioned at the top of search results. Since, worldwide, the network is configured respecting this fact.

To be well-positioned, it is necessary to follow as much as possible the indications of Google EAT. For example, friendly URLs, header hierarchies, Metatags, etc. All the factors that influence positioning need to be researched beforehand, to be individually adapted to each company.

(Source: Giovanni Turco/

Can SEO and SEM help me increase the number of purchases on my website?

It is crucial to keep in mind that SEO only influences the natural results of a search engine. The techniques it uses work directly on the elements related to the content and structure of a website.

On the other hand, SEM (Search Engine Marketing) is the discipline that manages the position of advertisements or sponsored links. It is therefore a paid tool, strictly related to Google AdWords or Google Shopping. Two platforms for advertising campaigns.

Below, we will show you the advantages and disadvantages of introducing SEO and SEM to your sales strategy.


  • Obtain data and results immediately, not only in the medium/long term.
  • Have visibility both in advertisements and in search results
  • Increase traffic from the beginning, while consolidating over time.
  • Reach your target audience.
  • Obtain reputation and credibility on the web.
  • Start getting clicks almost immediately.
  • To be recognized both for the products or services offered and for the quality of the web.


  • Some results are only tangible in the long term.
  • Higher cost, if you need to hire the service of an expert or an agency.
  • These strategies require active and constant optimization.

Can it be said that SEO and advertising are allies?

Yes. As a rule, SEO optimization is part of an online advertising strategy. SEO brings a higher number of Internet users, therefore conversions, as well as saving money on sales campaigns. However, it should be noted that its strong point is not time. Being a practice that requires a lot of persistence and dedication.

That is to say, it is always necessary to be sure that the content of the page is authentic, truthful, and useful. The three key elements for indexing and positioning in Google.

For all these reasons, flanking SEO to a marketing strategy will provide advertising links and participation in social networks, thus helping a company to proliferate on the network. In recent years, SEO and SEM have been joined by the concept of SMO (Social Media Optimization). SMO is another practice that seeks to optimize positioning by creating content on social networks. Today SEO, SEM, and SMO are part of an indissoluble triptych, for any company that wants to be visible on the web.

Ángel Arias – IT Consultant: Any type of company can adopt SEO and SEM practices. In Spain, as in the rest of the world, in the cases where they have been implemented, the data of the results are surprising (1).

How to create an SEO advertising campaign?

To create a strategy of this type, the first thing you have to do is to calculate the budget that your company has available. Second, calculate the timing. Third, evaluate if it is the case of hiring an expert. And fourth, draw up an action plan with your consultant, if you have one available.

The digital world is and will always be an integral part of our lives. If you want to introduce in your marketing campaign an SEO strategy, we advise you not to forget any of its pillars: SEO, SEM, SMO, SMM (Social Media Marketing).

To make it clearer, talking about web visibility, SEO and SEM are to search engines what SMO and SMM are to social networks. Moreover, the 4 are intertwined and help each other.

How much can it cost to hire an SEO and advertising expert?

First, keep in mind that the price can change depending on the years of experience, or if it is an agency or a freelancer. Also, the type of market in which we want to position the web is a variant that can determine the economic value.

That said, the cost of a consultation is usually calculated by the hour, but it will also depend on the type of service you want to hire. That is to say, keyword research will not have the same price as link building, or a local and monthly SEO consultancy will not have the same price as an international and multilingual one.

So the best thing to do is to always ask for the list of rates before hiring a service. And, based on that, decide on a plan of action.

Google E-A-T is the acronym for expertise, authoritativeness, and trustworthiness, these are the most important aspects of SEO in Google.


To sum up, we can say that the role of SEO is something necessary and fundamental in digital advertising. Moreover, it is important to underline the fact that SEO, SEM, and SMO are totally reconcilable and almost indivisible strategies.

SEO acts in the medium and long term, while SEM can position a website in pole position from day one. If we add to these actions the potential of social networks, it is clear that we have created a fruitful and rounded marketing strategy.

Hiring an expert in the sector ensures a more solid marketing plan, which translates into a guarantee of greater visibility. And, consequently, an increase in sales.


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