SEO vs social media: where should you focus first as a small business?

When you’re just starting out as a small business owner, your to-do list feels never-ending. One question you might have: Should I focus on SEO or social media first? Both are powerful tools for growing your business, but they work in very different ways.

In this post, I’ll break down the difference between SEO and social media, the pros and cons of each, and how to decide where to put your energy first.

Understanding the difference between SEO and social media

Search engine optimisation (SEO) is about making your website easier to find on Google and other search engines. With the right strategy, you can show up when people are actively searching for what you offer – whether that’s “wedding photographer in London” or “affordable copywriting tips for small businesses.”

Social media marketing, on the other hand, is about building a presence on platforms like Instagram, TikTok or LinkedIn. It’s more about visibility, brand awareness and connecting with your audience in real time.

Think of SEO as a long-term investment in your online home, and social media as renting space in a busy marketplace. Both matter, but they don’t give the same type of return.

Why social media is great for quick visibility

Social media feels like the obvious starting point. It’s free to set up, and the results can be instant. A single post can bring in followers, traffic and even sales.

Here are some of the main benefits:

• Quick visibility – You can get your business seen almost immediately.
• Relationship building – It’s easier to engage, connect and build trust.
• Community – A space to showcase your personality and values.
• Testing ground – A great place to experiment with content and offers.

But there are also downsides:

• Algorithm changes – One update can cut your reach overnight.
• Short lifespan – A post might only be seen for 24–48 hours.
• Constant effort – You need to show up consistently to stay visible.

Social media is fantastic for building brand awareness and connecting with people, but it’s not always the most reliable way to generate consistent sales.

Not sure how to plan your social media without feeling overwhelmed? Our guide walks you through creating a strategy that saves time and grows your audience consistently.

Remember that SEO now plays a part in social media marketing, you can learn more about that in our post about increasing your Instagram reach.

Why SEO drives long-term traffic and clients

SEO works differently. Instead of pushing content out, you’re creating content that pulls in people who are actively looking for it.

Some key benefits of SEO:

• Long-term traffic – A blog post written today can bring visitors for years.
• Sustainable growth – Traffic doesn’t disappear if you take a week off.
• Qualified leads – Visitors are actively searching for what you offer.
• Trust and authority – Ranking on Google builds credibility.

Of course, SEO also has its challenges:

• Takes time – You won’t see overnight results.
• Requires setup – Your site needs technical foundations in place.
• Learning curve – It can feel overwhelming without a clear process.

SEO is one of the only marketing strategies that continues to work in the background. Once you’ve created optimised content, it doesn’t vanish . Instead, it keeps building your visibility and authority.

And creating content that actually attracts clients doesn’t have to be complicated. Check out our simple content strategy guide to plan posts that bring the right people to your business.

SEO Guide

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Social Media Marketing Guide

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SEO vs social media: choosing your first focus

So, where should a small business owner focus first?

The answer depends on your goals, but here’s a framework that helps:

• If you need quick awareness or sales, then social media can help you spread the word fast.
• If you want consistent growth and sales long-term, SEO should be your priority.

For most businesses, the sweet spot is combining both. Social media gives you that instant connection, while SEO builds a strong foundation for sustainable traffic and clients.

But if you can only choose one to start with, SEO usually gives you the better return because it compounds over time. A single piece of content can keep attracting clients while you sleep. Once you’re being strategic with the content you produce!

5 reasons SEO is the smarter starting point

Here’s why I recommend starting with SEO as your foundation:

1. Search intent matters – People on Google are already searching for what you sell. On social, you’re interrupting their scroll.
2. You own the platform – Your website is yours. Social platforms can change or disappear.
3. Content lifespan – A well-optimised article can rank for years, compared to a social post that disappears in a day. I have posts created 5+ years ago that still bring me daily traffic!
4. Less pressure – You don’t need to show up daily. Your website works 24/7.
5. Compounding effect – The more you optimise, the stronger your site becomes.

Social media can be fantastic for nurturing relationships and getting in front of a large audience, but SEO lays the foundation that brings people to you consistently.

How to get started with SEO without feeling overwhelmed

SEO doesn’t have to be complicated. Here’s where to begin:

• Step 1: Set up your website properly – Make sure your site is fast, mobile-friendly and easy to navigate.
• Step 2: Do basic keyword research – Understand what your audience is searching for.
• Step 3: Optimise your pages – Titles, meta descriptions, headings and alt text make a huge difference.
• Step 4: Create valuable content – Blog posts, guides or tutorials that answer your audience’s questions.
• Step 5: Be consistent – SEO is about building over time, not quick wins.

If you’re unsure where to start, I’ve created The SEO Kickstart System. It’s a step-by-step toolkit designed to help you set up SEO on your site. It includes checklists, templates and guides so you can build a strong foundation without feeling overwhelmed.

Final thoughts

Both SEO and social media are powerful tools for small businesses, but they serve different purposes. Social media gives you quick visibility and connection, while SEO gives you sustainable growth and long-term clients.

If you’re serious about building a business that lasts, focus on SEO first. Once your website is set up to attract the right people, you can use social media to amplify your reach and build deeper connections.

Ready to set up SEO the right way? The SEO Kickstart System will walk you through it step by step, giving you the confidence and clarity to start attracting clients.

Get Found Online Faster with SEO That Works

The SEO Kickstart System helps you optimise your website in just one weekend. With checklists, templates and guides, you’ll set up SEO the right way without the overwhelm.

Perfect for new business owners, creators and entrepreneurs who want to attract the right audience.

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