Most businesses get SEO wrong. They either ignore it completely or treat it like a one-time expense that should deliver instant results. Then, when it doesn’t work the way they expected, they write it off as ineffective.
The real issue isn’t SEO itself—it’s how businesses think about it. Instead of asking, “Is SEO worth it?”, the better question is, “Do we want to invest in our long-term organic presence?” That small shift in mindset changes everything.
Why SEO Feels Like a Waste of Money
Many businesses approach SEO like they would a Google Ads campaign. They put money in, expect immediate conversions, and when it doesn’t happen, they assume it’s broken. The problem is, SEO doesn’t work like ads.
SEO is a long game. It’s about building digital real estate that continues to drive traffic for years, not just for the duration of a campaign. When done right, it lowers customer acquisition costs over time, making it one of the most cost-effective growth strategies.
But because SEO results aren’t always easy to measure, businesses struggle with attribution. Unlike paid ads, where you can track every click and conversion, SEO has multiple touchpoints.
A customer might find you through organic search, read your content, follow you on LinkedIn, and then convert three months later. That conversion gets attributed elsewhere, even though SEO played a critical role.
SEO Costs vs. Other Marketing Investments
If you’re questioning whether to spend money on SEO, you’re probably considering other ways to use that budget. Let’s break it down:
| Investment | What You Get | Downsides |
| SEO (ÂŁ3k/month) | Long-term organic traffic, reduced CAC, stronger brand authority | Takes time to see results, requires ongoing effort |
| Google Ads (ÂŁ3k/month) | Instant traffic, measurable ROI | Stops working the moment you stop paying |
| Hiring a new employee (ÂŁ24k-ÂŁ40k/year) | More internal capacity, control over execution | Higher costs, no guarantee of impact |
| Social media ads (ÂŁ3k/month) | Brand awareness, potential lead generation | Needs constant spend, results can be unpredictable |
| Events & sponsorships (ÂŁ3k/event) | Short-term brand exposure, networking opportunities | No long-term traffic benefit |
Looking at this table, the question isn’t whether SEO is worth it, but whether you want to own a traffic source that compounds over time or keep paying for leads that disappear when you stop spending.
Breaking Down SEO Costs: Where Does the Money Go?
A common objection to SEO is cost. Businesses look at a ÂŁ3k/month SEO retainer and wonder why it costs so much. The reality is, SEO isn’t just “writing some blogs”—it’s a full strategy that involves multiple moving parts.
Here’s a breakdown of where that money typically goes:
| SEO Activity | What It Covers | Why It Matters |
| Strategy & Research | Competitor analysis, keyword research, content mapping | Ensures you’re targeting the right audience with the right content |
| Content Creation | Blogs, landing pages, FAQs, optimized site copy | Search engines rank content that provides value and answers user queries |
| Technical SEO | Site speed, mobile optimization, fixing indexing issues | Helps search engines crawl and index your site effectively |
| Link Building | Getting high-authority sites to link to yours | Increases domain authority and improves rankings |
| Analytics & Optimization | Tracking rankings, conversions, and making adjustments | Ensures SEO efforts are actually driving business results |
SEO isn’t just about ranking—it’s about building an asset that generates inbound traffic and leads for years. That’s why it costs more than a simple blog-writing service.
How SEO and Paid Ads Work Together
Some businesses think they have to choose between SEO and paid ads, but the smartest ones use both. SEO and PPC aren’t competitors; they’re teammates.
Paid ads are great for quick results, but they stop the moment you pause your budget. SEO takes longer to build but creates a compounding effect. Here’s how they complement each other:
| Strategy | Short-Term Impact | Long-Term Impact |
| SEO | Slow growth, increasing authority | Sustainable traffic, lower acquisition costs |
| Google Ads | Immediate traffic and conversions | Disappears when budget is cut |
| Combined | Instant results from ads while SEO builds | Lower long-term reliance on paid ads |
Using both lets you capture demand at every stage. You can use Google Ads to generate immediate traffic while SEO works in the background to build authority. Once SEO starts delivering, you can spend less on ads while still getting inbound leads.
The Real Cost of Not Doing SEO
Every time a potential customer searches for what you offer and finds a competitor instead, you’re losing business. That’s the hidden cost of not investing in SEO.
Competitors that dominate search rankings don’t just get more traffic—they build trust. When people see a company ranking consistently for key terms, they assume it’s the leader in that space. That kind of authority is hard to buy with ads.
If you ignore SEO, you remain invisible to anyone searching for what you sell. You stay dependent on paid ads, referrals, and outbound sales, all of which require constant effort and spend.
Let’s compare two businesses:
| Company A (Invests in SEO) | Company B (Ignores SEO) |
| Consistently ranks in search results for key industry terms | Relies on ads, outbound sales, and word-of-mouth |
| Attracts leads organically every month | Pays for every click and lead |
| Lower customer acquisition costs over time | Higher acquisition costs as ad prices increase |
| Builds brand authority as the go-to source | Struggles to compete with better-known competitors |
Over time, Company A benefits from a steady flow of inbound leads while Company B has to fight for every new customer. SEO isn’t just about traffic—it’s about positioning yourself as the first choice when potential buyers are searching.
The Right Way to Think About SEO ROI
Instead of asking, “What’s the ROI of SEO?” ask:
- Do we want to be found when potential customers search for what we do?
- Do we want to lower customer acquisition costs in the long run?
- Do we want to build an organic presence that compounds over time?
If the answer is yes, then SEO isn’t an expense—it’s an investment in the future of your business.
SEO isn’t magic, and it’s not an overnight fix. But when done right, it gives you something no ad campaign ever will: a steady flow of high-intent traffic that keeps working even when you’re not paying for it.
The brands that get this aren’t asking if SEO is worth it. They’re asking how much they need to invest to own their space in search. That’s the real conversation worth having.
Work With Column to Maximize Your SEO Investment
If you want to stop relying on paid ads and start attracting leads organically, it’s time to take your SEO strategy seriously. We help founders turn their expertise into search visibility, making it easier for the right people to find and trust them.Â
When your content ranks, your business grows—without the constant need for ad spend. If you’re ready to build an organic presence that brings in real business, get in touch today.
Mo is the founder and CEO of Column Content, a thought leadership content agency that helps leaders get seen. Connect with him on LinkedIn.
