In today’s highly competitive digital landscape, companies looking to stand out need to adopt smart strategies to attract and convert customers. In this context, SEO and paid traffic emerge as two essential approaches. Although often seen as opposites, the two strategies are actually complementary and can maximize business growth results and predictability when used together.
SEO (Search Engine Optimization) consists of a set of techniques aimed at improving a website’s ranking on search engines like Google and Bing, without the need for direct investment per click. One of the key advantages of the strategy is credibility: companies that appear organically in the top results convey greater trust to the audience.
Data confirms this view: 71% of clicks occur on the first page of Google, according to MOZ research, making it essential to conquer that space. Moreover, according to HubSpot, 61% of marketers prioritize improving SEO and organic presence for their inbound marketing strategies.
It is also important to highlight that SEO offers excellent long-term cost-effectiveness. By building a strong organic presence, a website can continue to attract visitors without the need for continuous investment in ads.
While SEO used to be viewed as a medium to long-term strategy in the past, nowadays, with artificial intelligence, results begin to appear much faster. At this point, it is essential to rely on innovative AI tools and specialized teams to develop specific ranking strategies based on terms that make sense for the brand and drive organic results.
So why should you also use paid traffic? Both strategies should be used simultaneously, as one reinforces the other. The ideal is to invest as much as possible in long-tail paid techniques, that is, for a longer time and with a more qualified traffic direction, which generates results with higher ROAS (Return on Ad Spend).
One of the main advantages of paid traffic is the detailed segmentation of the target audience. With the available analysis tools, it is possible to display ads only to consumers with a higher probability of conversion, optimizing investments. But at this point, I always like to emphasize that the strategy requires constant monitoring and careful planning to avoid high costs without significant return.
Now the key is in integration. Companies that use combined SEO and paid traffic strategies see a 50% faster growth than those who rely on just one approach, according to a WordStream study, proving that the synergy between the two strategies is essential to maximize results.
SEO can reduce the cost per customer acquisition (CAC) over time, as it generates free and continuous traffic. At the same time, paid traffic can offer valuable insights into which keywords convert best, helping to optimize the organic strategy. In addition, paid campaigns can boost content that already performs well organically, enhancing visibility and increasing conversions – a valuable resource especially in retail.
Another important aspect is strengthening the brand presence across different touchpoints. A user who finds a company in a paid ad and then sees it organically in search results is likely to trust the brand more and increase the probability of conversion.
Logo, organizations that balance approaches can optimize their investments, increase growth predictability, and achieve a solid market positioning. Understanding and applying this combination intelligently is essential for success in the digital landscape.
