Working on their synergy allows you to build performance quickly with SEA while ensuring that you maintain results over the long term with SEO.

SEO is a difficult and time-consuming acquisition lever, but it promises you good referencing in the long term, while SEA ensures quick results in the short term.

SEO cannibalisation is the phenomenon whereby the share of clicks from natural search decreases due to paid results.
No, SEA is not the enemy of SEO! According to Google Adword, "89% of paid clicks are lost and not recovered by an increase in clicks after the ads stop."

SEA is an effective way for you to defend your brand to prevent your competitors from taking your traffic.
It is also always worthwhile to multiply your presence on the same results page in order to gain the trust of Internet users and multiply your conversion rate.

This is the challenge and the complexity of the subject.
If you are profitable on keywords in SEA, you should not hesitate.
As far as your SEO is concerned, calculate the SEO conversion that it brings you. If it is positive, it is a good strategy.

This depends very much on how much money you can invest.
In SEA, you need to test the relevance of your keywords. To do this, Google will try to understand which ones convert best using various tests.
If your budget does not allow you to spend without any imminent results, you should start a more detailed keyword study.

Your site's traffic does not equal the conversion rate.
Indeed, the conversion rate is not the number of clicks earned. It is an indicator of the number of actions completed on your site by a user in relation to the total number of users of your site.

The SEO conversion per keyword determines the number of Internet users who have completed a given action thanks to the referenced keyword, while the ROI represents your return on investment, i.e. the profitability of your investment.