The Digital Challenge for SMEs Competing with Web Giants
Imagine a potential customer looking for exactly what you offer. They open Google, type a few keywords… and it’s a competitor who shows up first. Again.
This is the daily reality for thousands of French SMEs: they’ve invested in a website, a Facebook page, maybe even a few ad campaigns — yet they remain invisible compared to web giants and digital-native businesses.
And yet, the digital transformation is truly underway. Today, over 80% of French SMEs have started this transition, often accelerated by the health crisis.
👉 85% of SMEs have at least one online visibility solution,
👉 and 67% own a website.
This digital shift is rightly seen as a strategic lever to:
- Modernize processes
- Improve profitability
- Strengthen customer relationships
- Conquer new markets
But once online… how do you stand out?
Digital is not a passive storefront: it’s a highly competitive battlefield.
And in this context, SEO (Search Engine Optimization) is the most underestimated weapon.
SEO: A Too Often Overlooked Growth Lever
Despite the rise of digital, one figure is striking: only 17% of SMEs consider SEO a priority.
They prefer to invest in a responsive website (38%) or content production (28%) — without always knowing how to make it visible.
The result: websites that may be well-designed, but are lost in Google’s abyss.
Meanwhile, major brands capture the traffic, the clicks, the sales.
And this, even though 71% of SMEs acknowledge the crucial importance of their online presence.
But 6% say they lack the time or resources to make it a concrete priority.
What needs to be understood is that creating a website is no longer enough. You must make it visible.
👉 Without SEO, your website is like a shop hidden in an alley with no sign or address — unless you pay for ads.
👉 With SEO, it becomes a sustainable growth engine, able to generate traffic, leads, and support your sales month after month.
So… what are the best and most cost-effective ways to get visibility online?
Should you hire in-house (expert or intern)? Use external resources (national or international SEO agencies)?
In this article, Knok Studios, an SEO agency in Vietnam, guides you to make the right choices based on your resources and goals.
Google Ads (SEA) vs. SEO: Two Paths, Different Results
For SMEs aiming to increase their online visibility, there are two main strategies: Paid Search (SEA), mainly via Google Ads, and Organic Search (SEO).
- SEA delivers ads in search engine results based on users’ keywords.
- SEO aims to improve a website’s ranking in the non-paid (organic) search results.
Each of these approaches has distinct characteristics in terms of costs, timelines, and long-term effectiveness.
Google Ads (SEA): Instant Visibility, Recurring Costs
Google Ads is often seen as the fast-track solution as its ad campaigns can generate nearly instant results, providing rapid visibility on Google.
It allows for precise audience targeting based on location, interests, and online behavior, maximizing the chances of conversion.
SEA is particularly effective for short-term business goals like boosting sales, promoting a one-time event, or the quick launch of a new product.
However, this speed comes at a cost, and Google Ads presents several challenges for SMEs:
- Recurring costs and limited budgets: Online advertising can become expensive.
- Visibility through Google Ads is temporary: it vanishes as soon as the budget stops.
- A low budget can severely limit ad reach and bidding competitiveness, reducing impressions.
- The average cost per conversion across industries in 2025 was €61.26, a rise of more than 24% compared to 2023.
This dynamic can trap SMEs in financial dependency, where constant funding is required to stay visible — a long-term burden that can stifle other growth investments or emergency needs.
- Delayed results and learning phase: Contrary to the myth of instant success, Google Ads campaigns — especially those using Smart Bidding — go through a “learning phase.” This period, lasting 2 to 4 weeks for existing accounts and 1 to 3 months for new ones, is needed for Google to optimize bidding and targeting. It’s recommended to monitor performance for 7 to 14 days before making major changes.
SMEs expecting magical results on day one risk being disappointed and abandoning the effort too early, wasting their budget. It’s key to understand that even paid marketing requires time and expertise to become profitable, and this time is an often-overlooked indirect cost.
- Disadvantage of small budgets vs. big advertisers: Google’s auction system naturally favors higher-budget advertisers. Low bids or tight budgets can prevent SME ads from even entering or winning enough auctions, significantly reducing their visibility. The “auction dynamics,” influenced by other advertisers’ strategies, also affect campaign delivery.
In other words, SMEs can’t just “buy” their way to success against deep-pocketed competitors. They must be smarter in targeting and optimization — or explore complementary strategies like SEO, where budget isn’t the sole success factor.
Table 1: Google Ads vs. SEO – Key Characteristics
| Criteria | Google Ads (SEA) | SEO (Organic Search) |
|---|---|---|
| Cost | Recurring costs, depends on budget and bidding | Initial investment, then maintenance costs, potentially lower in the long term |
| Speed of Initial Results | Almost immediate after launch | Typically 3 to 6 months for first results, 1 year for a solid strategy |
| Result Sustainability | Short-lived: visibility ends once you stop spending | Long-lasting: once well-positioned, the site enjoys constant visibility |
| Control & Flexibility | High: precise targeting, real-time budget adjustments | Less direct: dependent on Google’s algorithm, requires constant adjustments |
| Management Complexity | Requires ongoing optimization and expertise for profitability | Requires technical, semantic, and link-building expertise with ongoing monitoring |
| Potential ROI | Positive short-term ROI, but can be expensive | Significant long-term ROI, builds a digital asset |
Table 2: Average Google Ads Costs by Sector in France (2025)
| Sector | Average Click-Through Rate (CTR) | Average Cost Per Click (CPC) | Average Cost Per Conversion (CPA) |
|---|---|---|---|
| All Sectors | 6.96% | €3.61 | €61.26 |
| Culture | 13.04% | €1.59 | €41.39 |
| Home & Garden | 8.58% | €2.17 | €39.77 |
| Beauty & Personal Care | 5.69% | €3.14 | €25.87 |
| Legal & Government | 5.62% | €4.97 | €97.81 |
| Careers & Employment | 6.79% | €4.19 | €109.19 |
| Education | 6.21% | €4.06 | €66.22 |
| Finance & Insurance | 7.71% | €2.78 | €70.31 |
| Healthcare | 5.69% | €6.44 | €76.18 |
| Travel | 10.16% | €1.78 | €61.13 |
Source: Growth Angels (CPC and CPA are averages and may vary significantly).
Optimizing Your SEO at the Best Cost: Solutions for SMEs
SEO is a powerful lever, but it is also time-consuming and requires a long-term approach.
For many SMEs, outsourcing SEO optimization is often a beneficial solution, as a specialized digital agency has the resources, knowledge, and time needed to carry out this complex task.
However, several options are available to SMEs, each with its pros, cons, and financial implications.
Option 1: 100% AI-Based SEO – Opportunity or Illusion?
As AI is revolutionizing all digital professions, some SMEs are wondering whether they can fully automate their SEO strategy using tools like ContentBase.ai or Texta.ai.
Mass-producing content at low cost sounds appealing, but this strategy has many limitations and can never replace a comprehensive, technical, and human SEO strategy.
Advantages:
- Cost savings: AI can optimize content more efficiently, reducing expenses for keyword research, proofreading, translation, and automation of repetitive tasks. Tools are available from as low as €19/month.
- Faster content production: AI tools can generate content faster and help optimize keyword strategies and user experience.
- Useful in low-competition markets: In markets where competitors are weak digitally, AI-generated SEO content can provide a modest visibility boost.
Disadvantages:
- Generic content, no strategic vision: A 100% AI-based SEO strategy is an illusion. It often results in generic, low-quality content with no differentiation or strategic intent, which could hurt your rankings.
- Human input still required: To ensure authenticity, branding, and sector relevance, human supervision is essential. Poor quality, duplicate, or keyword-stuffed content can negatively impact SEO.
- Content is not everything: SEO is not just content. Google uses around 200 ranking factors, including site speed, clean code, responsive UX/UI, mobile optimization, integration with Google tools, etc.
- Unnatural publishing frequency: Excessive content output (e.g. daily articles) may trigger Google’s spam detection filters.
- Vulnerability to serious competitors: Any committed SEO competitor can easily outclass pure AI strategies.
Option 2: In-House SEO Expert – A Strategic Human Investment
Some companies choose to hire an SEO expert internally, to gain daily monitoring, deep product understanding, and better coordination with other departments. This approach has advantages, but also significant costs and hiring challenges.
Advantages:
- Deep business knowledge: An internal SEO expert understands the company’s market and can align strategies with overall business goals.
- Close collaboration: Works seamlessly with marketing and dev teams.
- Full-time availability: Offers more time dedicated to the business’ specific SEO needs.
Disadvantages:
- High salary and employer costs: The average monthly gross salary of an SEO Expert in France is about €3,563. A senior profile may cost the company €55,000 to €84,000 annually including taxes, tools, and training.
- Slow recruitment and ROI: Hiring takes time, and SEO results take 6+ months. You may not evaluate performance within the probation period.
- Intern limitations: Internships are capped at 6 months and 35 hours/week. They can’t replace experienced SEO talent.
- Contract rigidity: Hiring comes with legal risks. Dismissing an employee, even during probation, is costly and complex in France.
Table 3: Estimated Costs of an In-House SEO Expert in France (2025)
| Position | Estimated Monthly Gross Salary | Estimated Employer Charges (% of gross) | Estimated Total Monthly Employer Cost | Estimated Annual Employer Cost |
|---|---|---|---|---|
| Junior SEO Expert (1-2 yrs) | €2,500 | ~45% | €3,625 | €43,500 |
| Mid-Level SEO Expert (3-4 yrs) | €3,500 | ~45% | €5,075 | €60,900 |
| Senior SEO Expert (5-10 yrs) | €4,000 | ~45% | €5,800 | €69,600 |
| SEO Manager | €4,500 | ~45% | €6,525 | €78,300 |
Option 3: SEO Agency in France – Local Expertise & Support
Hiring a France-based SEO agency remains a common choice for SMEs looking for local knowledge and full-service support. These agencies typically handle all aspects of SEO — audits, content, tech, link building, UX, competitor analysis — but the cost can be high for small companies.
Advantages:
- Comprehensive expertise: Multi-disciplinary teams covering all SEO aspects.
- Continuous monitoring: They keep up with frequent Google updates.
- Deep understanding of the French market: Cultural and linguistic mastery.
- Tailored support: Personalized strategies, regular follow-ups, and detailed reporting.
Disadvantages:
- Potentially high cost: Average agency pricing ranges from €500 to €2,500/month. Some reports indicate €3,200/month for 4 days of work, with up to €4,000/month in Paris and around €2,400/month elsewhere.
- Less direct control: You’re dependent on an external provider.
Option 4: Offshore SEO Agency – Cost Savings, Expertise, International Reach
Today, many businesses turn to offshore SEO agencies to reduce costs. Not all offshore providers are equal, however. French-speaking SMEs may prefer agencies like Knok Studios — a French-run company based in Vietnam offering both affordability and cultural alignment.
Advantages:
- Competitive pricing: Knok Studios offers €50/hour, €250/month for basic SEO, or €400/day. For most SMEs, 1–2 days/month is enough to see real progress.
- International & bilingual team: French native SEO consultants with international experience and English fluency — ideal for multilingual projects or global expansion.
- In-depth Southeast Asia knowledge: Knok helps businesses expand into Asia, especially Vietnam, understanding both French and local audiences.
- Flexible billing: Invoices can be issued from France, Hong Kong, or Vietnam, depending on client needs. Monthly or biannual payment options available.
Disadvantages:
- Time zone difference: Vietnam is 5–6 hours ahead of France, requiring coordinated communication. Knok Studios adapts to European clients’ schedules to ensure smooth collaboration.
Knok Studios, Your Strategic Partner for Effective, Cost-Controlled SEO
To optimize their SEO, SMEs have several options, each with its own trade-offs:
- 100% AI-based solutions can reduce content production costs, but they are an illusion if not guided by human expertise. AI is a powerful productivity tool, not an autopilot for strategy.
- In-house SEO experts offer total control and deep knowledge of the business but come with high employer costs, long recruitment times, and legal rigidity in France.
- SEO agencies in France offer comprehensive expertise, continuous monitoring, and local market knowledge—a good balance between cost, skill, and responsiveness.
However, for French SMEs looking to combine SEO performance, cost control, and optimal flexibility, a French agency based abroad like Knok Studios can be the smartest choice.
Knok Studios combines the best of both worlds: French expertise with a deep understanding of the francophone market, and the economic advantages of an offshore structure.
With Knok Studios, you benefit from:
- Highly competitive pricing, with solutions for every budget starting at €250/month for basic SEO support, and €400/day for dedicated work.
- Unmatched flexibility in billing (France, Hong Kong, Vietnam) and contract length (monthly or semi-annual).
- A team of French-speaking SEO experts working in synergy with your in-house marketing teams for a coherent and effective strategy.
- Cultural and linguistic alignment—avoiding the pitfalls of generic offshore agencies.
- Tangible results from a modest investment, often with just 1 to 2 days of SEO work per month.
Don’t let your web presence become a missed opportunity. Investing strategically in SEO—especially with a partner like Knok Studios—is the key to unlocking long-term, competitive growth!
FAQ
Which industries benefit the most from SEO?
SEO is especially effective for local businesses, freelancers, healthcare professionals, legal experts (doctors, lawyers, etc.), real estate agents, landscapers, and artists or writers. These professions rely heavily on local or niche searches to attract qualified leads. That said, SEO also delivers excellent results for e-commerce, industrial, B2B, and tech sectors when a tailored strategy is implemented.
How much SEO work per month does a typical SME need?
It depends on your goals and your industry’s competitiveness. Generally, half a day to two days per month is enough to see tangible results (better rankings, more organic traffic, increased leads). Knok Studios offers flexible packages from €250/month, or one-off day rates for audits, redesigns, or targeted improvements.
How much does an SEO expert cost?
It depends on their role and location:
- Employee in France: Average gross salary around €3,563/month, total employer cost between €4,600 and €7,000/month, not including tools.
- Senior freelancer: Typically charges €400 to €800/day.
- Specialized agency: Packages from €500 to €5,000/month in France, or from €250/month with an offshore agency like Knok Studios, including full support, reports, and strategy.
Is it more cost-effective to hire an in-house SEO expert or use an agency?
For most SMEs, working with an agency is more cost-effective. An in-house expert costs €55,000 to €84,000 per year (including charges), not counting SEO tools. In contrast, an agency provides access to a full team of experts, pooled tools, and an external strategic perspective at a much lower monthly cost.
For example:
- Agency in France: €500 to €5,000/month
- Offshore agency like Knok Studios: from €250/month
Knok Studios also offers daily packages starting at €400, allowing you to scale your investment based on actual needs.
Can AI tools fully automate SEO?
Not entirely. AI tools can speed up simple content production and save time, but they only cover a small portion of the SEO process.
SEO involves more than just content. It includes:
- Keyword strategy
- Technical site optimization
- Internal linking structure
- Site speed
- Backlink management
- Mobile SEO compliance
- Analytics monitoring
Without human oversight, AI-generated content may be undifferentiated, non-compliant with Google’s guidelines, or even counterproductive. AI is a powerful tool, but it can’t replace the strategic thinking and expertise of a skilled SEO specialist.
