Should I Invest in SEO if Most of Our Budget Goes to Paid Media?

Yes, investing in SEO is worthwhile even if most of your budget is allocated to paid media. SEO provides long-term benefits that paid media can’t match, such as organic traffic and improved brand credibility. Balancing both strategies can enhance your overall digital marketing effectiveness.

The Role of SEO in Your Marketing Mix

Let’s break it down. Paid media is like renting a house. You pay, you stay; stop paying, and you’re out. SEO, on the other hand, is like owning property. It takes time and effort to build, but once it’s established, it provides ongoing value.

Consider a B2B SaaS company. They might spend heavily on Google Ads to drive immediate leads. However, when they also invest in SEO, they start ranking for relevant industry terms. Over time, these organic rankings bring in a steady stream of traffic without the ongoing cost of ads. It’s a long game, but one that pays dividends.

How to Balance SEO and Paid Media

Balancing SEO and paid media doesn’t need to be complicated. Here’s how you can start:

• Assess Your Current Performance: Look at your metrics. Are you getting a high ROI from paid media? If so, what happens when you stop spending?

• Set Clear Goals: What do you want to achieve with SEO? Is it more traffic, better leads, or improved brand visibility? Define this upfront.

• Allocate a Small SEO Budget: Even a modest budget can make a difference. Consider hiring an seo consultant to guide your initial efforts.

• Monitor and Adjust: SEO isn’t static. Regularly check your analytics to see what’s working and what isn’t. Adjust your strategy as needed.

• Integrate Efforts: Use insights from paid media to inform your SEO strategy. Keywords that perform well in ads can be targeted organically too.

By taking these steps, you can create a more balanced marketing approach that leverages the strengths of both SEO and paid media.

Why SEO Deserves a Slice of Your Budget

Here’s the thing. SEO isn’t just about getting to the top of Google. It’s about building a foundation. A foundation that supports your brand long-term.

Think of your digital presence as a garden. Paid media is like buying instant blooms. They look great immediately but fade fast. SEO is planting seeds. It takes time to see results, but once those plants are established, they require less maintenance and continue to flourish.

In South Africa, where digital competition is fierce, having a strong SEO strategy can set you apart. It’s about being found by the right people, at the right time, without having to pay for every click.

So, yes, keep spending on paid media if it’s working for you. But don’t ignore the benefits of SEO. Consider partnering with a search engine optimisation expert to help you get better rankings and make the most of your marketing budget. It’s an investment in your brand’s future.