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 are presented 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 in search engines like Google and Bing, without the need for direct investment per click. One of the main advantages of the strategy is credibility: companies that appear organically in the top results convey greater trustworthiness to the public.
The data confirms this view: 71% of clicks occur on the first page of Google, according to MOZ research, making it essential to secure that space. Additionally, according to HubSpot, 61% of marketing professionals consider improving SEO and organic presence a priority for their inbound marketing strategies.
It is also important to highlight that SEO offers an excellent long-term cost-benefit. By building a strong organic presence, the website can continue attracting visitors without the need for ongoing advertising investment.
While SEO was once seen as a medium- to long-term strategy, nowadays, with artificial intelligence, results are starting to appear much more quickly. At this point, it is 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 is to invest as much as possible in paid "long tail" techniques, that is, for a longer time and with more targeted traffic, which results in higher ROAS (Return on Ad Spend).
One of the main advantages of paid traffic is the detailed targeting of the audience. With the available analysis tools, it is possible to display ads only to consumers with a higher likelihood 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 returns.
Now the key is in integration. Companies that use combined SEO and paid traffic strategies experience 50% faster growth than those that rely on only 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 provide valuable insights into which keywords convert best, helping to optimize the organic strategy. Additionally, paid campaigns can boost content that already performs well organically, enhancing visibility and increasing conversion – a valuable resource especially in retail.
Another important aspect is strengthening the brand's presence at different touchpoints. A user who finds a company through a paid ad and then sees it organically in search results tends to trust the brand more and increases the likelihood of conversion.
Logos, organizations that balance approaches can optimize their investments, increase their growth predictability, and achieve a solid market position. Understanding and applying this combination intelligently is essential for success in the digital landscape.
