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SEO Is Not Just a Business Growth Tactic:
Why You Need to See It as Prevention, Not Just Cure
The Misconception of SEO as a ‘Plug-and-Play’ Tactic
Many business owners view SEO as something to ‘turn on’ when they feel ready—perhaps when growth has stalled, when they need more visibility, or when they’re launching a new product or service. Or they’re exhausted from creating content for social media and they view it as ‘something new to try’. But this mindset is flawed. SEO is not a quick fix, nor is it a last-minute tactic you can apply to patch up a struggling business. Instead, it’s a foundational element of your online presence—something that should be integrated from day one.
Think of SEO like your website’s architecture: You wouldn’t build a house and then decide to add the foundations later. Yet, so many businesses try to do this with SEO, treating it as an afterthought rather than a fundamental part of their digital strategy.
Stop treating SEO as a last-minute fix—it's the foundation of your online success, driving visibility, authority, and sustainable growth in an ever-evolving digital landscape.
Don’t forget to pin it.
Why SEO Shouldn’t Be Viewed as ‘Another Expense’
Another common misconception is that SEO is just an additional marketing cost, something to pay for once you’re ready to ‘get serious’. But this view ignores the reality that SEO isn’t just about ranking—it’s about positioning.
SEO determines how your business is discovered, how users navigate your content, and how well you convert traffic into loyal customers. When done correctly, SEO isn’t just a traffic driver; it’s a mechanism for sustainable, long-term brand positioning.
By investing in SEO upfront, you are preventing future problems, such as:
Struggling to be found in search results when social media algorithms change. Social media is great if you enjoy doing it and it works for you. But I know this is not the case for many of the women I work with—they find it exhausting. It can quickly become a cycle of feast or famine, where engagement fluctuates unpredictably. Despite all the effort, it doesn’t necessarily work as hard for you as it should in return. SEO provides a level of stability that social media simply cannot.
Having to rely on paid social media ads to generate traffic. Ads are a complex and expensive investment. You need expert support, a budget to match, and the patience to go through a period of testing before you see real results. It’s not just about throwing money at ads—it requires a well-structured funnel and time to refine what works. While I believe ads have a place, I generally find them more suited to e-commerce businesses where the direct return on investment is clearer. For service-based businesses, organic SEO often provides better long-term value.
Losing out on organic traffic due to competitors outranking you. Competition is inevitable, and especially with the rising presence of AI-generated content—but we'll get into that later in this blog. But what you can control is how well-positioned you are to stand out. When you invest in SEO, you’re prioritising the ‘architecture’ of your business—building strong foundations that establish you as a leader in your field. Those who take SEO seriously will naturally gain visibility over competitors who ignore it, allowing them to capture more organic traffic and establish authority in their niche.
The Customer Journey and the Role of Search
Much of digital marketing today places an overwhelming emphasis on social media. While social media platforms like Instagram, TikTok, and LinkedIn are incredibly powerful, it’s difficult to use them as your only (or even primary) strategy for visibility.
Social media is fleeting—posts have a short lifespan, engagement fluctuates, and platforms are becoming increasingly pay-to-play. SEO, on the other hand, offers something that social media cannot: longevity and discoverability.
A well-optimised website allows potential clients to find you exactly when they are searching for the solutions you offer. The intentional customer journey is much more likely to start on Google and not social media. Users searching for solutions to their problems are already in an intent-driven mindset. If you aren’t prioritising SEO, you’re missing out on the most valuable traffic—people actively looking for your expertise.
The AI Revolution and Why SEO Matters More Than Ever
With AI’s rapid integration into search, the way users find information is evolving. You may have noticed new features like Google’s AI Overview and featured snippets in the results of your own Google searches. You risk being left behind if your content isn’t optimised for these changes.
According to First Page Sage, businesses now have three key ranking opportunities, with the top organic result still receiving around 39% of clicks, featured snippets capturing 17%, and AI Overview responses steadily increasing in influence. These three high-visibility placements now dominate user interactions with search results, making SEO more important than ever:
Traditional #1 ranking – The highest organic result still captures a significant portion of clicks.
Featured snippets – These provide immediate visibility and often drive the most engagement.
AI Overview – This emerging space allows well-optimised content to be featured in AI-generated responses.
If you factor in the #2 and #3 search positions, we’re way over 50%; therefore, getting on page 1 has never been more important for your traffic.
In contrast, paid ads only capture around 2-3% of total clicks, meaning that while they can be useful in the short term, they are far less effective than ranking highly in organic search.
And here’s where it gets even more compelling: ranking highly in organic search doesn’t just get you clicks—it increases your chances of being featured in a snippet or AI-generated response, further amplifying your visibility.
Google often pulls top-ranking organic content into these high-exposure placements, meaning that a strong SEO strategy can lead to multiple appearances on the same results page, reinforcing your brand authority and improving click-through rates.
Source - First Page Sage
Where Do Google Ads Fit into This Discussion?
With so much emphasis on organic search, you might be wondering: where do Google Ads fit in? Paid search advertising certainly has its place in a digital marketing strategy, but it’s essential to understand its limitations.
Google Ads operate on a pay-to-play model, meaning you pay per click to appear at the top of search results. While this can generate instant visibility, it does not offer the same long-term benefits as organic SEO. As soon as you stop paying, your visibility disappears—unlike SEO, which continues to work for you over time.
Here are the key differences between Google Ads and organic SEO:
Short-term vs. Long-term Results – Google Ads can provide immediate traffic, whereas SEO builds sustainable visibility that grows over time.
Cost Considerations – Running ads requires an ongoing budget, whereas SEO investments compound, reducing the cost per acquisition over time.
Click-Through Rates (CTR) – Organic search results consistently receive significantly more clicks than paid ads. Studies show that while the top organic search result captures 39% of clicks, paid ads only account for 2-3% of total clicks.
This is not to say that Google Ads are ineffective. They can be beneficial for specific scenarios, such as:
Launching a new website or service and needing immediate visibility.
Running time-sensitive promotions or events that require quick audience reach.
Complementing an SEO strategy, particularly while waiting for organic rankings to improve.Addressing the Mistruths About AI and Google Rankings
However, relying solely on Google Ads without an SEO strategy is like renting a house instead of owning one. You’re paying for temporary visibility, but you’re not building long-term brand authority. A well-balanced strategy should prioritize SEO as the foundation, with Google Ads as a complementary tool when needed.
Addressing the Mistruths About AI and Google Rankings
One of the most persistent misconceptions is that Google dislikes AI-generated content. But let’s be clear—AI is here to stay, and it’s only just getting started. The idea that Google has an inherent problem with AI doesn’t hold up, because Google itself is built on AI, from search algorithms to its own AI-driven tools. This belief likely stems from the misunderstanding that AI-generated content is inherently low quality.
However, both Neil Patel (NP Digital) and Henry Purchase (SEO Space) have recently addressed this directly, stating that Google’s primary concern is not how content is created, but whether it provides value to the user.
Google wants its users to have a good experience, that's ultimately its goal, and a good user experience comes from enjoying high-quality, helpful content. Google’s guidelines emphasize helpful, people-first content. This means AI can be a useful tool for content creation—if used correctly. What Google won’t tolerate is low-quality, spammy, or keyword-stuffed AI-generated content that adds no value. The key is knowing how to blend AI’s efficiency with human expertise, ensuring:
AI is used as an assistant, not a replacement for strategic content creation.
Content is edited and refined to ensure accuracy, engagement, and SEO best practices.
Your expertise and unique insights shine through, making the content authoritative.
Bring your personality, or your ‘you-ness,’ as well as a fresh perspective on a topic—these are the things that will make your content stand out, engage visitors, and provide value that rises above a sea of artificially generated sameness and mediocrity.
SEO as a Long-Term Investment, Not a One-Time Fix
When businesses treat SEO as an ongoing strategy rather than a one-off task, they position themselves for sustainable growth. A solid SEO foundation ensures:
You remain visible even when social media trends shift.
You continue to attract high-intent traffic—users searching for exactly what you offer.
You build credibility and authority in your niche, strengthening your brand’s positioning.
Rather than waiting until your traffic drops or you need an emergency fix, approach SEO as a preventative measure and a tool for growth. By learning how to optimise your website and content, you’re ensuring long-term visibility, credibility, and resilience in an ever-changing digital landscape.
Final Thoughts
SEO isn’t just a marketing tactic—it’s the backbone of your online presence. It’s how you get discovered, how you connect with the right audience, and how you sustain visibility in a digital world increasingly dominated by AI and shifting search trends.
Instead of viewing SEO as an afterthought, start seeing it as an essential part of your brand strategy. The businesses that start prioritising SEO are the ones that will not just grow but thrive in the long run.
Frequently Asked Questions (FAQs)
1. Why is SEO important for business growth?
SEO enhances your website's visibility on search engines, attracting organic traffic. This increased visibility leads to higher brand recognition, credibility, and ultimately, business growth.
2. How can I use SEO as a preventive strategy for my business?
Implementing SEO from the outset ensures your website is optimized for search engines, preventing future issues related to low visibility. This proactive approach helps maintain a steady flow of organic traffic and reduces reliance on paid advertising.
3. Does Google penalise AI-generated content?
Google does not inherently penalize AI-generated content. However, it emphasizes the importance of high-quality, user-centric content. Whether content is AI-generated or human-written, it should provide value to users and adhere to Google's quality guidelines.
4. How can I rank in featured snippets?
To rank in featured snippets, create concise, informative content that directly answers common user queries. Structuring your content with clear headings, bullet points, and numbered lists can increase the chances of being featured.
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Sam Ferguson is a website designer and SEO specialist for nutritionists, functional medicine practitioners, and women in wellness. With a unique blend of industry insight and technical expertise, Sam helps clients create impactful websites that attract, engage, and convert. When she’s not designing, you’ll find her sharing practical digital marketing tips to help wellness professionals grow their online presence with confidence.