STRATEGY / 5 MIN READSEO or paid search: where should you start?
Start with demand and timing. Paid search can put an offer in front of people already looking for it, but it needs a useful landing page and a sustainable acquisition cost. SEO builds discoverability through relevant content and a technically accessible website; its returns develop over time.
If your offer is untested, begin with a focused campaign and use real enquiries to refine your message. If customers repeatedly ask complex questions, useful organic content can support their research. Many businesses need both, with different responsibilities and a shared conversion goal.
Explore search engine marketingORGANIC DISCOVERY / 4 MIN READWhat makes content useful for search and AI answers?
A clear answer is a starting point. Add specific expertise, explain the limits of your advice and use examples that help people decide. Give each service its own useful page, link related subjects and make important information accessible in HTML.
Keep your business identity consistent and your structured data aligned with visible content. Google says existing SEO fundamentals remain relevant to its AI features; no special AI schema or file is required. Public accessibility and indexing are prerequisites, and inclusion is never guaranteed.
Read Google’s AI search guidanceMEASUREMENT / 4 MIN READMeasure the enquiry, then measure its value.
A cheap lead is not always a useful lead. Define what qualifies an enquiry, track the source and connect campaign reporting to sales outcomes where possible. Use acquisition cost alongside conversion rate and lead quality.
Attribution has limits. Consent, device changes and long buying cycles can leave gaps, so interpret platform reports alongside your CRM and business results. Improve the weakest step in the funnel before increasing spend.
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