In today’s highly competitive digital landscape, companies that want 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, these two strategies are actually complementary and can maximize results and the predictability of business growth 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 this strategy is credibility: companies that appear organically in the top search results convey greater trustworthiness to their audience.
Data supports this view: 71% of clicks occur on the first page of Google, according to MOZ research, making it essential to secure that space. Additionally, HubSpot reports that 61% of marketing professionals consider improving SEO and organic presence a priority for their inbound marketing strategies.
It’s 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 requiring ongoing ad investment.
While SEO was once seen as a medium to long-term strategy, today, with artificial intelligence, results appear much faster. At this point, it’s necessary to rely on innovative AI tools and specialized teams that develop specific ranking strategies based on terms that make sense for the brand and drive organic results.
But then, why is it also worth using paid traffic? Both strategies should be used in parallel, as one reinforces the other. The ideal approach is to invest heavily in ‘long-tail’ paid techniques—that is, over a longer period and with more targeted traffic—which yields results with higher ROAS (Return on Ad Spend).
One of the main advantages of paid traffic is detailed audience targeting. Using available analytics tools, ads can be displayed only to consumers with a higher likelihood of conversion, optimizing investments. However, I always emphasize that this strategy requires constant monitoring and careful planning to avoid high costs without significant returns.
Now, the key lies in integration. Companies that use combined SEO and paid traffic strategies experience 50% faster growth than those that rely on just one approach, according to a WordStream study, proving that synergy between the two strategies is crucial to maximizing results.
SEO can reduce customer acquisition cost (CAC) over time by generating free and continuous traffic. Simultaneously, paid traffic can provide valuable insights into which keywords convert best, helping to optimize organic strategy. Additionally, paid campaigns can boost content that already performs well organically, increasing visibility and conversions—a valuable resource, especially in retail.
Another important aspect is reinforcing brand presence across different touchpoints. A user who encounters a company through a paid ad and later sees it organically in search results is more likely to trust the brand and convert.
Therefore, organizations that balance these approaches can optimize their investments, increase growth predictability, and achieve a solid market position. Understanding and intelligently applying this combination is essential for success in the digital landscape.
