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We get questions about paid SEO all the time. People wonder if they should invest in paid SEO or organic SEO. You should know by now that we are the organic marketing queens, but we have dabbled in paid ads for our course, SEO on Tap. We won’t tell you that either one is wrong, but we do strongly believe that there’s a proper order to follow.
We also get asked if we offer paid SEO services, and we don’t. We have partners we lean on when our clients are ready, but there’s a reason why we do organic SEO first. So let’s get into each one.
What is Paid SEO?
When you’re paying for SEO, you’re probably paying an agency that offers guaranteed rankings for a fee. We hate the idea of guaranteed rankings; no one can guarantee anything, especially with how fast search is changing nowadays.
Paid SEO can also include services that promise an SEO boost through ads, backlinks, or content. You should be cautious of paying for links or content to be on the internet. It’s against Google’s guidelines to pay for a backlink.
The most popular thing people pay for is keywords. It can be very successful once you have a solid foundation. Paying for keywords through Google Ads is how you’ll show up at the top of the search engine result page.
The Problems with Paid SEO
We understand why paid SEO sounds so appealing. You’re getting quick results without much effort. You’re showing up at the top of search engine results without doing any of the hard work on your website to get there. We totally get it. People want fast results, and paid SEO can feel like the easy way to get those rankings, but unfortunately, it’s not as simple as it sounds.
Let’s talk about the problems with only doing paid SEO and not also investing in organic SEO.
1. It’s Not a Long-Term Strategy
Sure, you’ll show up at the top of a search page, but as soon as you stop paying for that ad, you’re gone. Just because you pay for it, doesn’t mean your organic postings are also going to increase. Paid SEO has nothing to do with your authority. You still have to do the organic SEO work. Paid SEO is a short-term solution.
2. Google Doesn’t Like It
Google doesn’t like when you pay for backlinks or content. This means you are paying another website to put your website on their website, essentially paying for a backlink. Backlinks typically help grow your authority with Google so it makes sense why you would think this would be a good idea, but you can get into some real trouble. Google could blacklist your website and drop you in search results, and it’s really hard to win that trust back. This strategy is not worth the potential downfall.
3. Lack of Transparency in Service Offerings
Many paid SEO services are vague about what they’re actually doing. Often, clients have no idea how their money is being used. They’re just hoping to see SEO results, not really knowing what that means. Google Search Console will tell you if you have any spammy links out there that need to be removed. You can use Google’s removal tool in Google Search Console to do that.
4. High Competition = High Costs
Popular keywords are often extremely competitive, which means bidding for them can get pricey. The cost-per-click (CPC) for high-value keywords can become unsustainable for small businesses. Every time someone clicks on your sponsored link, you’ll pay the cost associated with that CPC. If a keyword has a $5 CPC, every time someone clicks your sponsored link, you’re paying $5. It doesn’t mean they’ll convert, either. So you can imagine how fast this can add up. And again, once you stop paying, you’ll stop seeing results.
5. Paid Ads Don’t Build Authority
We’re referring to domain authority here, a measure for Google to understand how credible or relevant you are within the industry. You can use Moz’s Free Domain Authority Checker to see what your score is. The higher your score, the easier it is to rank on Google. You can improve your domain authority by creating good content with strong keywords that drive traffic to your website and by organically growing your backlinks. Notice how we didn’t say you can grow your authority by paying for SEO? 😉 Ads might get you quick visibility, but they don’t help you build the authority that organic SEO can.
6. Click-Through Rates (CTR) Can Be Lower on Paid Ads
Studies show that 70% of users skip over paid ads in favor of organic results because they trust organic links more. We do this, do you? Even if you’re paying to be at the top, your CTR might not be as high as you’d expect. The bigger opportunity is scrolling past you even though you’re paying for an ad to be at the top.
7. It’s Hard to Build Genuine Connections
When people discover you through search, they’re more likely to view you as a trusted source. Abbey uses Google Analytics for all our SEO clients to see how people are getting traffic to their websites. Almost every single time, she sees organic search. Even if it isn’t their top traffic source, time on site is the longest for traffic coming from search engines. People are seeking you out and they truly want to read and engage with your content. Paid ads, on the other hand, are seen as an interruption rather than an invitation.
What Works Instead? Organic SEO!
There is a time and a place for paid SEO, but we always recommend small businesses start building that foundation with organic SEO first. Focus on quality content creation and targeting the right keywords. Build trust and authority with search engines and your audience. This is what organic SEO can do for you!
Does Paid SEO never work? No… it can absolutely work along with a strong organic strategy.
Need help getting started? Join us in our DIY SEO course, SEO on Tap. You’ll learn how to build that solid organic SEO foundation and grow long-term. See you there!
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Abbey Oslin and Courtney Petersen are Minnesota-based marketing experts, educators, and co-founders of boutique marketing agency Duo Collective, which specializes in SEO, social media strategy, and branding for small business owners and creative entrepreneurs. To learn more about Duo Collective, or to inquire about working with our team, head over to www.duocollective.com.
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