One of the most frequently asked questions, especially among the owners of small and medium enterprises, is whether it is more cost-effective to do Website Optimization (SEO) or paid advertising on the Internet? What brings better results? Therefore, a bigger profit? The question is certainly worth the importance, and it is even more important to understand the answer to the same.

To clarify immediately, the answer to this question is not obvious and requires a little deeper analysis. Unfortunately, there are many people who are trying to mystify the whole story, either because of non-transparent business or because of their ignorance.

SEO – Useless Job or Good Foundation of Every Website


Website optimization and paid online advertising are the cornerstone of what we call SEM – Search Engine Marketing. From the above, we can already assume that both of these items are if not equally, then at least nearby important if we want our appearance on the Internet to be placed on good foundations, and therefore successful and profitable.

Good site optimization implies the first step in implementing a well-designed strategy. Your website should meet all the standards required by Google first. The website should be at the first user friendly. Then, make it easy for search engines to define the content and benefits for the Internet community from your content. You certainly shouldn’t forget the site’s aesthetics and all the technical capabilities it has.

These are the initial steps in site optimization or on-page SEO. When this segment of marketing is set up properly, then we can think about paid advertisements.

Let us further clarify the relationship between these two segments.

First of all, it should be emphasized that organic search brings incomparably more visits then paid advertisements. According to some surveys, over 60% of traffic on the site is of organic origin. This percentage is in paid advertising

modest 6%

Still, you should not neglect the fact that those 6% of users directly looked for the product or service you offer. Therefore, they are much closer to becoming your customers. On the other hand, much bigger organic audience is still standing out, of which one part will also become your customers.

It is very important to emphasize that site optimization (especially on-page SEO) certainly affects paid advertising. Your site must function smoothly so that your paid campaign can produce some results. Any non-functionality on your site will drive away potential customers. On the other hand, a user friendly website brings many benefits. One of the most important is that it affects the price you pay per click.

To sum up the story. These two segments of your Internet performance work perfectly together and in no way exclude each other. Paid advertising certainly gives a faster result and a faster return on investment (ROI). On the other hand, SEO is very cost-effective in the long run. If you are positioning well, it will bring you numerous visits through organic traffic on the site, and therefore an increase in revenue.

Of course, this is a general picture, and the peculiarity of each business requires the development and elaboration of the strategy that best suits the business itself. What kind of Internet strategy you will encounter can be crucial for the development of your business.