To exist on the Internet, you have to be seen. The problem is that 3/4 of Internet users stop at the first page of search engine results (Google, Bing, Yahoo). Your site should therefore be well referenced. To bring it up "naturally" in the rankings, one solution is to operate certain levers. In practical terms, choosing well-chosen "keywords" (in relation to your activity and the subject of many queries) will improve your visibility. Google AdWords Keyword Planner allows you to test the popularity of a particular keyword.
Natural referencing (SEO) is for you if:
You don't improvise as an expert in referencing. For SEO to be effective, you have to master the workings of it…
If natural referencing suffers from a delay in ignition, sponsored links quickly provide visibility. Buying keywords on Google AdWords or others will propel your site into search engine "advertising" spaces, making you visible right away. But paying for its REFERencing has a cost that can quickly prove high, especially in a very competitive environment (it depends on the industry and location)! And these effects end as soon as your campaign budget runs out.
Paid REFERencing (SEA) is for you if: