So what’s the deal with SEO? Should you invest in it?

SEO has a strange reputation. Everyone has heard of it, but whenever you bring it up, you suddenly need to run a whole education and persuasion campaign just to get a project started. When you offer a company the chance to make their site visible in Google search, the question is almost always: “Does this SEO stuff even work, or is it just some trendy nonsense?”

And more often than not, the decision ends up being: “Let’s put all the money into ads—we’ll see results immediately.” Google and Meta Ads always seem to get a healthy budget. SEO, on the other hand, often doesn’t get the same faith.

The short answer: yes, SEO works. Absolutely.
But like all good things in life, it takes time—and it’s not as simple as buying ads.

Wouldn’t it be easier to just buy ads?

With ads, it’s straightforward: you spend money, and traffic flows in instantly. SEO, however, is slow and sometimes confusing for business owners. It requires research, analysis, testing, and patience. But when the results finally arrive, they stick—and once you’ve earned a strong position, competitors will struggle to knock you off.

Yes, SEO can feel expensive. For example, foundational SEO work that sets up your site’s structure and improves its visibility might cost around €800. That feels steep if you’re only going to see results six months later. But that’s exactly the point: SEO takes time, but once it’s working, it continues to deliver results for years.

Ads, in contrast, stop working the very second you stop paying for them.

Another reason companies hesitate with SEO is the lack of a hard guarantee. It’s true—no agency can promise you’ll rank #1 in a month. Google’s algorithm is constantly changing, and competition varies by industry. But a good SEO professional knows how to set realistic expectations and deliver long-term value.

And let’s be honest: how often do you personally click the ads instead of the top organic results? Exactly. Being on page one organically is a huge trust signal.

Real-world examples of optimized websites

From my own work, here are two clear examples.

A Tai Chi sports club: wudangkungfu.ee.
We optimized their site for keywords like “tai chi classes” and “taiji training”, and they now hold the top organic spot on Google in Estonia. Even though there are other clubs offering similar training, most people searching end up choosing Wudang Kungfu—because they’re the first result.

An international software company: cenos-platform.com.
This company provides simulation software for engineers. We optimized their site for highly competitive keywords such as “induction heating simulation” and “radio frequency simulation”. Despite heavy ad spending by much larger competitors, we secured first-page organic positions. The result? Strong visibility without burning through ad budgets.

So should businesses invest in SEO or just ads?

The answer isn’t either/or—it’s balance.

SEO is a long-term strategy. It builds authority, drives free traffic for years, and signals trust.

Ads are short-term wins. Perfect for campaigns and fast results, but they only work while you keep paying.

The two actually complement each other. Ads deliver immediacy, while SEO builds sustainable growth.

If you want your business to grow in a lasting, reliable way, investing in SEO is not optional—it’s essential. If you need customers tomorrow morning, then yes, ads are the fastest route.

Think of SEO like fine wine: it only gets better with time. Start today, and your future self will thank you. Rely only on ads, and you’ll always be dependent on Google and Meta’s money taps. With SEO, you’re building a strong foundation for your company’s entire digital visibility.