How should I respond to the argument that “we’re already doing paid — SEO isn’t urgent”?

Paid advertising is a quick win, but SEO is a long-term investment in organic growth and credibility. Ignoring SEO means missing out on sustainable traffic that doesn’t rely on ad spend. Balancing both strategies ensures you’re not putting all your eggs in one basket and helps future-proof your marketing efforts.

The Bigger Picture

Imagine you’re running a B2B software company. You’re investing heavily in paid ads to drive immediate leads. It works—leads are coming in. But here’s the catch: you’re paying for each one. If you pause your ad spend, the leads dry up. That’s where SEO comes in.

SEO builds organic traffic over time. It won’t give you instant results like paid ads, but it’s a steady, reliable source of visitors. Think of it as planting a tree. It takes time to grow, but once it does, it provides shade (or in this case, leads) for years. Paid ads are more like renting a tent—effective but temporary.

Steps to Balance Paid and SEO

It’s not about choosing one over the other. It’s about finding the right mix for your business. Here’s how you can start:

• Evaluate Your Goals: Determine what you want from your marketing. Immediate sales? Brand awareness? Both? Your goals will guide your strategy.

• Analyse Your Budget: Look at your budget. Paid ads need continuous funding, while SEO requires upfront investment but less ongoing cost.

• Assess Your Current Performance: Use analytics to see where your traffic is coming from. This will help you understand the role of paid versus organic.

• Plan for the Long Term: SEO might take time, but it pays off. Consider allocating a portion of your budget to an seo optimisation expert to build your organic presence.

• Monitor and Adjust: Marketing isn’t static. Regularly review your strategy and adjust as needed. Balance is key.

Balancing paid and SEO means you’re not dependent on one source. You’re building a sustainable marketing machine.

The Real Talk

Here’s the thing. Relying solely on paid ads is risky. It’s like living paycheck to paycheck. What if your budget gets slashed? Or your ads stop performing?

SEO, on the other hand, is like building a savings account. It grows over time and provides a safety net. Plus, organic results often come with more credibility. People trust them more than ads. It’s like getting a recommendation from a friend rather than a salesperson.

And let’s be honest. Who doesn’t want to improve rankings on Google? It’s the holy grail of digital marketing. Sure, it’s not as flashy as paid ads, but it’s the backbone of a solid online presence.

So, next time someone says “we’re already doing paid,” remind them of the bigger picture. Paid ads are great, but SEO is your long-term strategy for growth and stability.