Should we allocate budget to SEO before increasing our Google Ads spend?

Yes, allocating budget to SEO before ramping up your Google Ads spend is often wise. SEO provides long-term value and builds organic traffic, which is more sustainable than paid ads. Once your SEO foundation is strong, you can use Google Ads to complement and amplify your reach.

Understanding the Foundations

Why does this matter? Well, think of SEO as building your house on solid ground. It’s about creating a stable, long-term presence online. Unlike the quick, flashy results from Google Ads, SEO is the slow burn that keeps your brand visible and credible over time.

Consider a B2B SaaS company. They might see immediate leads from Google Ads, but without a solid SEO strategy, they’re missing out on organic traffic that could sustain them when ad budgets fluctuate. SEO lays the groundwork for visibility that doesn’t rely on a constant cash injection.

Steps to Balance SEO and Google Ads

How do you decide where to put your money? Here’s a simple approach:

• Assess Your Current Situation: Look at your existing organic and paid traffic. Is one significantly outperforming the other?
• Set Long-term Goals: Determine where you want to be in six months, a year, and beyond. SEO is a marathon, not a sprint.
• Budget Wisely: Allocate a portion of your budget to SEO to establish a strong base. This could mean hiring a search engine optimisation expert or investing in quality content.
• Monitor and Adjust: Keep an eye on performance metrics. Shift budgets as needed, but remember SEO takes time to show results.
• Use Ads Strategically: Once your SEO is in place, use Google Ads to target specific campaigns or promotions.

Once your groundwork is set, you can use Google Ads to boost specific areas, like a new product launch or seasonal offer. This way, you’re not just throwing money at ads without a safety net.

A Matter of Perspective

Here’s the thing. SEO isn’t just an option; it’s a necessity. It’s like maintaining your car. You wouldn’t just keep refuelling without ever getting a service, right?

Think of SEO as that regular service. It keeps your website running smoothly and efficiently. When you partner with a top seo agency, you’re investing in the health of your online presence. This doesn’t mean you ignore Google Ads entirely. They’re valuable, but they shouldn’t be your only strategy.

In the end, it’s about balance. A well-rounded approach that leverages both SEO and Google Ads will always outperform a one-sided strategy. Trust the process.