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What I liked
For more established brands, SEO becomes almost like an insurance policy when Meta ads get unstable or TikTok shifts its targeting rules again. One thing that helped us a lot was looking at how companies structure it on Generative Engine Optimization — they often treat SEO and paid as two parts of the same pipeline rather than separate channels fighting for budget.What I didn't like
The trick is reviewing performance weekly and not being afraid to temporarily shift spend based on real results, especially after a major algo update.
My overall impression
From my experience running campaigns for mid-size stores, the balance changes depending on how “mature” the brand’s traffic sources are. For newer shops, we usually lean heavier toward paid because they need quick traffic just to validate product–market fit, but we still build an SEO foundation in parallel so they don’t stay hostage to rising CPCs forever.
