With over 30 years of experience in the marketing industry, we’ve seen plenty of trends come and go. Radio and billboards once dominated; today, digital marketing is the powerhouse. Yet, for many, the mix of tactics and platforms is enough to make their head spin.
As consumers become more savvy, businesses can’t rely solely on word-of-mouth marketing to move the needle. While we love a good referral, it’s what fuels a large part of our business; if you’re looking for a way to stand out and drive traffic to your website, digital marketing is a must.
The two most popular strategies are SEO (Search Engine Optimization) and Paid Ads. Both approaches have distinct advantages, but what will impact your business most?
If you’re in the early stages of digital marketing, you might be wondering where to invest. Should you focus on a long-term SEO strategy or dive into paid ads like search and display? The key is understanding which approach aligns with your business goals.
Lucky for you, we’re breaking it all down in this month’s Moxie Musings.
SEO (Search Engine Optimization) – The Long Game
SEO is all about earning your spot at the top of search results. By optimizing your website, creating high-quality content, and targeting the right keywords, think building authority and relevance over time. The more you invest in SEO, the more organic traffic you’ll attract, creating a lasting brand presence.
Sounds simple, right?
Wrong.
A strong, comprehensive SEO campaign takes time to build. Like most good things in life, nothing happens overnight. But with the right marketing partner along for the ride, it can be exciting to watch your online presence grow.
The Rise of SEO.
These days it may seem like SEO is all the rage, but it’s actually been around since the 1990s when search engines like AltaVista, Yahoo!, and Lycos first emerged. If you’re scratching your head saying, “AltaVista, huh?”—don’t worry; you’re in good company with the millennial writing this blog post.
When Google launched in 1998, it completely changed the game with its PageRank algorithm, which ranked web pages based on backlinks and relevance. Suddenly, search engines began prioritizing quality content and trustworthy websites in their search rankings. Since then, Google has set the golden standard for SEO, cracking down on spammy tactics like keyword stuffing, excessive tagging, and shady backlinks.
At its core, SEO is about improving a website so it naturally ranks higher in organic (unpaid) search results. To do this, a strong SEO strategy focuses on:
Content – Writing helpful articles, product descriptions, and landing pages.
Keywords – Using the words and phrases people actually search for.
Website Structure – Fast, mobile-friendly, secure, and easy to navigate.
Backlinks – Other reputable websites linking to yours.
Again, sounds simple, but in reality, SEO takes months or even years to see results. Businesses are constantly competing—not just with each other but with bigger brands, online directories (like Yelp), and Google’s ever-changing ranking algorithm. Here today, gone tomorrow takes on a whole new meaning in the world of search rankings.
Pros of SEO:
- Sustainable Traffic – Unlike paid ads that stop once the budget runs out, SEO offers long-term results that continue to bring traffic to your site.
- Cost-Effective – Although SEO requires an upfront investment of time and resources, there’s no ongoing cost per click. Once you rank, traffic is virtually free.
- Credibility – Consumers tend to trust organic search results over paid ads, so ranking high on Google helps establish your brand’s credibility and authority.
- Long-Term Strategy – SEO is a marathon, not a sprint. Once you’ve built momentum, the benefits can last for months or even years.
Cons of SEO:
- Takes Time – SEO doesn’t deliver quick results. It often takes months of consistent effort before you see significant rankings and traffic.
- Constant Updates – Google’s algorithms constantly change, so staying up-to-date with best practices is essential to maintaining your rankings.
Highly Competitive – In competitive industries, reaching the top of search results can be challenging, especially for high-volume keywords.
Paid Ads – The Fast Track
If SEO is the long game, paid advertising is the fast track to visibility. With the right budget and targeting strategy, you can get your brand in front of the right audience—instantly. No waiting months for rankings to improve or hoping your latest blog post will break the internet. Everything you hoped for and more can be yours with the swipe of a credit card…kidding…kind of.
Again, we wish it were that simple.
Paid ads can be an incredible tool for driving traffic, but they’re not as easy as slapping a few dollars on an ad and watching the leads roll in. Without the right strategy, brands can expect to burn through the budget fast with very little to show for it. That’s why understanding how digital advertising has evolved and how platforms deliver ads is crucial for success.
Paid Ads 101
At the end of the day, advertising is and has always been, about getting in front of the right people at the right time. As we’ve mentioned previously, that used to mean billboards, radio, and high-dollar TV spots. But as today’s consumers shifted their buying habits, the way marketers looked to advertise had to change, too.
Once Google hit the scene, they saw an opportunity to capitalize on businesses’ need for visibility by introducing Google Ads (formerly known as AdWords) and banner ads on websites. Marketers now had a way to pay for premium placement in search results or on popular websites instead of waiting for organic reach. And, of course, our dear friend Mr. Zuckerberg couldn’t miss out on this newfound revenue stream. So, he introduced Facebook Ads in 2017, revolutionizing digital advertising by allowing brands to target users based on detailed demographics, interests, and behaviors. Today, Google and Meta (Facebook & Instagram) dominate the digital ad space, while platforms like TikTok, LinkedIn, and YouTube have also become pay-to-play markets.
Unlike SEO, which earns traffic over time, paid advertising is all about buying traffic through various digital ad platforms. These ads can appear in different formats, including:
Search Ads – Show up at the top of Google search results when someone searches for a product or service.
Display Ads – Banner ads that appear on websites, apps, and YouTube.
Social Media Ads – Targeted ads on Facebook, Instagram, TikTok, LinkedIn, and more.
Retargeting Ads – Ads that follow users around after they visit your website.
Paid ads allow businesses to gain immediate visibility, but like all good things in life, there is a trade-off. Once you stop paying, the traffic stops, too. Paid ads are also extremely competitive, in some industries more so than others, and that competition drives costs up. This is why it’s important to work with a marketing partner that understands paid strategies and will work hard for you to make every dollar count.
Pros of Paid Ads:
- Immediate Results – Unlike SEO, which takes time, paid ads deliver instant traffic. Perfect for time-sensitive campaigns or seasonal pushes.
- Targeted Reach – Paid ads let you fine-tune your audience based on demographics, location, and behaviors, ensuring you reach the most relevant people.
- Full Control – With paid campaigns, you have full control over your budget, timing, and targeting. You can easily adjust your strategy to optimize results.
- Scalability – Want to ramp up your traffic? Simply increase your ad spend. Paid ads allow for quick scaling to reach more potential customers.
Cons of Paid Ads:
- Costly – Paid ads can be expensive, especially in competitive industries. The cost per click (CPC) can quickly add up.
- No Long-Term Value – Once you stop paying for ads, the traffic stops. There’s no lasting benefit after the campaign ends.
- Ad Fatigue – Over time, audiences may grow tired of seeing the same ads, reducing their effectiveness. Regular updates are needed to keep things fresh.
Leveraging Both: The Power Combo
While SEO and paid ads may seem like competing strategies, they actually complement each other beautifully. While this power play might not be for every client, when the strategy and budget allow, optimizing SEO and investing in Paid Ads simultaneously can be a game changer for your business.
Here’s how you can maximize impact by combining both approaches:
- Use Paid Ads to Boost SEO – If you’re targeting competitive keywords, use paid ads to generate immediate traffic while you work on improving your organic rankings. This can also help you gather valuable data on which keywords perform best, informing your SEO efforts.
- SEO to Complement Paid Ads – If you’re running ads and noticing high bounce rates or low conversions, focus on optimizing your landing pages and user experience. Strong SEO will ensure your site converts better, making paid ads more effective.
Brand Visibility – Appearing in both organic search results and paid ads maximizes visibility. This multi-channel presence increases your chances of being noticed, even if a user doesn’t click on your paid ad or organic listing right away.
When it comes to finding the right digital strategy for your brand, the answer is far from simple.
The right strategy depends on your business goals, budget, and timeline. SEO is your best bet if you’re looking for long-term growth and are willing to invest in the process. However, if you need instant results or are running a time-sensitive campaign, paid ads can give you the immediate visibility you need.
The secret is often a blend of both for the most powerful impact. By using SEO to build lasting authority and paid ads to drive quick traffic, your brand can dominate search results and drive sustainable growth. At Moxie Creative, we believe in a balanced approach, leveraging both strategies to ensure you get the most out of your digital marketing efforts.
Ready to take your digital strategy to the next level? Let’s talk about how Moxie Creative can help you build a custom SEO and Paid Ads plan tailored to your brand’s unique needs.
