what is best for your business?

Good visibility on the net is essential these days to develop a lucrative business. Regardless of the sector of activity, the Internet is indeed the best way to acquire a large number of customers. There are several strategies to increase this visibility. Natural referrals and paid referrals are among the most commonly used.

However, many people wonder what the ideal strategy is to follow. Should we opt for natural reference or paid referencing? If you’re asking yourself the same question, here’s an article that can give you information on this topic.


Of course referencing includes all practices to improve the visibility of a website “for free” on search engines such as Google, Bing, Yahoo, etc. The ultimate goal is to improve the visibility of the web pages in question by applying a set of “rules” that recorded by the search engines.

The benefits of natural references

Natural referrals allow you to get regular traffic. Naturally acquired positions are often much more durable. It is therefore a long-term acquisition strategy that will allow you to attract regular visitors as long as you are in a comfortable position in the search engines. The sites involved sometimes maintain their position for years. This referral requires technique, expertise and knowledge that a digital marketing agency can put at your service. Thanks to specialists in the field, you get natural visibility without having to spend money on marketing.

The awareness and credibility of your brand depends on the visibility of your site. Internet users are more likely to rely on the first results of search engines. So it becomes easier to offer a service or sell a product if you are well referenced.

The Disadvantages of Natural References

Natural references take time to show up. The first results can take days, months and even years. The changes that this method entails have a much greater impact and are also less manageable.

disadvantages and advantages of SEO

Paid Referral

Paid Referral is related to improving a site’s ranking on search engines through payment. Search engine positions can indeed be bought. The best-known platform is Google Ads, but there are also more, including Bing. Paid search (SEA) consists of buying keywords on the selected platform and setting a bid that you are willing to pay to appear on this search. When Internet users type these keywords into the search engine, your ads are likely to appear. However, the display and position of ads depend on several criteria: their qualities and the number of bids (you compared to the competition).

The benefits of paid references

Paid referencing makes it possible to get a better position very quickly. Indeed, it only takes a few days to update the positioning and earn points. It is therefore the most effective solution if you are in an emergency situation.

In addition, it is not necessary to follow many rules. Site owners therefore do not need to pre-check their platform code or page content.

The Disadvantages of Paid References

In paid search, sustainability depends on the budget. Once the period for which you paid is over, you no longer have visibility. In addition, the more clicks you receive, the more you pay. So you need to plan a hefty budget. In the end, it’s all about profitability. If you spend $1 to earn $5, the acquisition channel can be profitable.

What to choose between natural referrals and paid referrals?

Choosing between SEO and SEA depends on the situation of each company. Some prefer natural referrals to keep costs down and get regular traffic. Others, on the other hand, may opt for paid search to get results faster and with less effort.

Obviously, to succeed in your marketing strategy, it is recommended to use most traffic acquisition levers. SEO is a long-term strategy that aims to support driving traffic. But it takes time and the results are not guaranteed. SEA, on the other hand, is a short-term strategy (we pay to be immediately visible).

We therefore understand that there should be no rivalry between natural referrals and paid referrals. These two acquisition levers are complementary.

The best thing for a successful web marketing strategy is to combine the two levers, they complement each other perfectly.

Paid referrals can indeed be used to identify conversion-generating keywords and thus work on the same keywords in natural referrals (SEO). Ultimately, you may decide to reduce paid acquisition if the natural reference to these targeted keywords allows you to achieve your goals.

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