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In recent years, a lot has changed in digital marketing—but one thing remains firm (and increasingly strategic): SEO (Search Engine Optimization). So, if there's one question on many managers' minds, it's: Is it still worth investing in SEO? The short answer? Yes — and it has never been more urgent.
In this article, we'll show you why the current scenario is the best one yet to start (or strengthen) your SEO strategy. And if your company is still unsure, perhaps what's missing isn't budget… but clarity.
What it means to invest in SEO today
The new role of SEO in digital marketing
Investing in SEO isn't just about "appearing on Google." Today, SEO is a fundamental part of a digital authority strategy, combining valuable content, user experience, and data intelligence to attract more qualified leads—and at a much lower cost than paid media in the long run.
Difference between SEO yesterday and today
In the past, it was enough to repeat keywords, have backlinks and publish generic posts. However, that's a thing of the past. Now, SEO focuses on:
- User search intent
- Real reading experience (time on page, clear structure)
- Responses to Generative AIs (ChatGPT, Google SGE, Bing AI)
- Authorial and advisory content
In other words: shallow content has no place.
8 reasons why now is the best time to invest in SEO
1. Search behavior has changed — and so has your customer
While Google was once the primary starting point, consumers now search across multiple platforms: Google, YouTube, ChatGPT, TikTok, and even LinkedIn. Investing in SEO today means being present across multiple search engines, including those powered by artificial intelligence.
“Search behavior has expanded beyond Google — investing in SEO now means investing in a multichannel digital presence.”
2. The rise of AI is favoring authority content
AI tools seek out reliable sources to generate answers. In other words, those who produce in-depth, optimized, and authoritative content are more likely to be cited.
3. The cost of paid media is rising (and becoming unsustainable)
CPC (Cost Per Click) is higher than ever. As a result, many businesses are feeling the pinch from their reliance on paid ads. And worse: when you pause, traffic dies.
On the other hand, with SEO, you build a permanent digital asset that continues to generate traffic—with or without media.
4. Google's algorithm is more demanding
The era of "content for ranking" is over. Google now values:
- Contents with real experience (EEAT)
- Domain Authority
- Impeccable technical optimization
In other words: whoever does the job right will stand out even more.
5. SEO generates long-term assets for the company
Investing in SEO is like planting a tree. In the first few months, you care for it, nurture it, and monitor it. And once it starts bearing fruit, it continues to bear fruit for years.
This way, companies that have built their authority in SEO today collect leads with very low Customer Acquisition Cost (CAC), even in crisis scenarios.
6. Your competitors are (or will) invest in this
Most markets already have companies reaping results with SEO. Therefore, if you haven't started yet, you're losing ground—and over time, it will be harder to regain that ground.
“Those who invest in SEO now get ahead and consolidate their authority before their competitors.”
7. He who begins now, reaps sooner
SEO is a race of endurance, not speed. That's precisely why those who get in early have a better chance of:
- Rank with less effort
- Create authority history
- Being cited by AIs and backlinks
- Reduce CAC with predictability
8. Organic search still beats paid traffic by a landslide
According to an update of SparkToro's studies, released by Search Engine Land, even with the rise of AI-powered searches, Google not only continues to grow but maintains its undisputed leadership in search volume. In March 2025, 40.3% of US users clicked on organic results, a decrease from 44.2% the previous year — and by mid-2025, almost 26% of searches ended without a click (zero-click).
Despite this, research shows that users still prefer traditional search methods: while only a small fraction of searches occur via AI (0.55% use AI tools vs. 10.55% use traditional search), paid traffic represents a tiny fraction of clicks, and the vast majority of visits still originate from organic results. To give you an idea, the previous study showed that, of the 44.2% that clicked, 70.5% went to organic search, 28.5% to Google features (Maps, Images, etc.), and only 1% went to ads.
In other words, Google continues to rule the roost, especially through organic search, and those who invest in SEO today still capture the vast majority of relevant clicks — much more efficiently and sustainably than through paid ads.
But why do so many companies still resist investing in SEO?
Most common objections
Many companies still believe that:
- “SEO takes too long”
- “It’s hard to prove ROI”
- “They already hired and it didn’t work out”
- “Paid traffic is faster”
- “Our market doesn’t search on Google”
However... the truth is that all these objections stem from poorly conducted experiences or misaligned expectations. After all, SEO requires strategy, consistency, and follow-through.
The mistake of wanting an immediate return
SEO is like an investment fund: the longer it takes, the greater the return. Therefore, anyone who demands results in 30 days is looking at the tree, not the forest.
SEO or paid traffic: why the ideal is to combine the two
The role of SEO in reducing CAC
Paid traffic drives leads with money. However, SEO attracts leads with intent. Consequently, it reduces CAC over time.
Hybrid strategies that work
At Vero Contents, we apply the "paid traffic for the top of the funnel + SEO for the bottom of the funnel" model. This way, we accelerate lead generation and nurture them with optimized content until the moment of decision. In other words, it's the true strategy of WITHOUT (Search Engine Marketing) in full operation.
Case Study: How Vero Contents Reduced a Client's CAC by 42% with SEO
A B2B technology company that offers fleet management solutions came to Vero Contents facing a common scenario: dependence on paid media, unqualified leads and a growing CAC.
The challenge:
- Funds consumed quickly with ads without consistent results
- Leads that were not in the ideal customer profile
- No content structure or SEO on the site
- Abandoned blog with no keyword rankings
What Vero Contents did:
- Mapping keywords with purchase intent (e.g., “fleet control software”)
- Production of technical and commercial articles with a focus on a consultative tone
- Redesign of institutional pages and on-page SEO techniques
- Smart internal linking between blog and product pages
- Backlink strategy with partners in the logistics sector
The results in 8 months:
- +195% increase in organic traffic
- +40% increase in qualified leads per month with SEO alone
- 42% reduction in total CAC
- 60% increase in conversion rate from blog to business pages
- The sales team reported that leads “arrived ready to talk”
“Vero Contents helped a B2B technology company reduce CAC by 42% and generate qualified leads with structured SEO and technical content.”
How to strategically start an SEO project
Diagnosis, keywords and relevant content
First, we start with a good diagnosis: understanding where your digital presence is, what your audience is searching for, and which keywords have real purchasing intent.
Then, we build an editorial line that speaks to the customer journey — and the algorithm.
So, what to expect in the first 3, 6 and 12 months
- First 3 months: Planning, technical adjustments and first publications
- Until the 6th month: Impression growth, new ranking terms
- From the 12th month: Constant generation of organic leads and consolidated digital authority
How Vero Contents Structures an Effective SEO Project
- SEO + competition diagnosis
- Editorial planning with bottom-of-funnel keywords
- Production of optimized and humanized content
- Technical optimization (speed, structure, mobile)
- Link building strategic
- Monthly reports with clear KPIs (traffic, keywords, leads)
Conclusion: The best time to invest in SEO is now
So, if your company is thinking about investing in SEO "later on," it's time to rethink. After all, with each passing month, your competitors' authority grows—and the climb becomes more difficult.
Ultimately, SEO is the only digital marketing channel that:
- Reduces acquisition costs in the medium term
- Creates lasting digital assets
- Position your brand as a real authority
- Generates leads even without direct investment in media
So, the best day to start was yesterday. And the second best day is today.
Want to turn SEO into a predictable engine for generating qualified leads?
At Vero Contents, we combine strategy, content, and technical optimization to position your company as a digital leader—with real, measurable, and sustainable results.
Talk to us now and discover how to create a tailored SEO plan for your business.
FAQ – Questions and answers about why you should invest in SEO
1. Why invest in SEO instead of paid media?
SEO creates lasting assets and reduces acquisition costs in the long run, while paid media stops generating results as soon as investment is suspended.
2. How long does it take for SEO to pay off?
3 to 6 months for initial gains and 6 to 12 months for consolidation. However, results tend to grow exponentially over time.
3. How do you know if SEO is working?
Tracking KPIs such as increased organic traffic, ranked keywords, leads from Google, and time on page.
4. Is SEO still relevant with the arrival of artificial intelligence?
More than ever, AIs use optimized content to provide answers—authoritative content tends to be cited.
5. What is the first step to start investing in SEO?
Conduct a strategic assessment of your digital presence and structure a plan focusing on bottom-of-the-funnel keywords and valuable content.
Image: Freepik
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.
