If you’re running a small business and trying to grow your presence online, you’ve likely heard people debate SEO vs social media. Everyone has a different opinion, and it’s easy to feel overwhelmed when deciding where to start. What actually works., what brings in customers and which one is worth your time and money?
So, should you be focusing on SEO or social media marketing, which one brings in customers faster? Which one is better for your target audiencea and which one is just going to waste your time?
Let’s break it all down in plain English and help you make the right move for your business.
What’s the Difference Between SEO and Social Media?
Search engine optimization (SEO) is all about helping your business show up on search engines like Google when people are actively looking for something you offer. Think of it as being the solution to a problem someone is typing into the search bar. If someone searches “best window fitters near me” or “café in Heaton Moor,” SEO is what helps your business appear in those search engine results. If you’re wondering how long SEO actually takes to start delivering results, check out our comprehensive timeline here.
Social media marketing is focused on engagement and visibility on platforms like Facebook, Instagram, TikTok and LinkedIn. These social media platforms are where your brand personality shines. You post updates, share photos or videos and interact with followers to build a social media presence that keeps your business top of mind.
They both have different strengths, one helps you get found and the other helps you get remembered.
Start With What Your Business Actually Needs
Rather than jumping on the latest trend or copying what competitors are doing, you need to start with what your business actually needs. Are you struggling to get enquiries or bookings? Then search engine marketing like SEO or Google Ads should be your priority. It puts you in front of people who are already looking to buy.
If you’re in a phase where you’re building brand awareness, showing off your portfolio, or launching a new product, then social media platforms can help you reach your target audience before they even start searching.
The most common mistake small business owners make? Spreading themselves too thin and doing both poorly instead of one thing well.
How Customers Are Really Finding You
People don’t go on Instagram to find a roofer or search TikTok for emergency electricians. When there’s a problem to solve or a service they need, they go to search engines. They type in their issue and trust the businesses that appear in those search engine results pages.
SEO helps you capture this ready-to-buy traffic. You’re not interrupting anyone or pushing ads into their feed. You’re answering their query exactly when they need help. It’s a high-intent, low-resistance kind of marketing — and that’s why SEO strategy is often the most cost-effective route over time. If you’re new to the topic, you can learn more about how SEO works and why it matters in this beginner-friendly guide from Moz.
Social media can still lead to customers but it’s more passive. It’s about planting seeds, nurturing relationships and building credibility, not immediate results.
The Myth of Daily Posting
Let’s clear something up. You do not need to post on social media every single day to get results. That’s advice from people who either run social media marketing agencies or have full-time content teams.
Most small business owners are managing everything themselves. You’re doing the work, chasing payments, sorting quotes and then expected to post five times a week? It’s unrealistic and it often leads to low-effort posts that do nothing for your reach or reputation, or giving up and neglecting it all together.
However, SEO works behind the scenes. Once your content is live and optimised, it keeps attracting traffic long after it’s published. You’re not chasing people, you’re being discovered through organic traffic that builds over time and that means your business will come to you.
How Fast Do You Want Results?
There’s no magic formula but generally speaking, social media marketing can give you short-term exposure, especially if you boost posts or run paid ads. If you’re only posting organically, it may take months before anything sticks.
SEO takes longer to build, but the results speak volumes. A blog post written six months ago could still bring in leads today. A Google Business Profile updated with reviews and photos can climb steadily in visibility, with well-optimised service pages converting for years.
If you want results next week, you might lean towards social ads or PPC. If you’re building for the long run, organic SEO will carry more weight. Before you dive into paid campaigns, read our 2025 guide to Google Ads to see how setup, budgets and ROI really work.
The Type of Business Makes a Big Difference
If you’re offering a local service such as trades, home improvements, personal care, or consultancy, search engine optimisation should absolutely be part of your digital marketing strategy. People use Google to find providers they can trust. If you’re not on page one, you’re missing business.
If you’re a product-based business, especially one with a visual edge, social media platforms like Instagram or TikTok can help you drive traffic and spark interest. The same applies to hospitality and lifestyle brands, social proof and aesthetic appeal go a long way.
In truth, every small business should eventually have both SEO and social media presence, but which one comes first depends on your business model and how your target audience makes decisions.
Which One Builds More Trust?
SEO builds trust through visibility and authority. Being at the top of the search engine results says something about your reliability. Add in a professional website, Google reviews, clear service pages and trust is almost instant.
Social media builds trust through authenticity and familiarity. People like seeing your face, watching how you work, reading real-time updates and feeling like they know you before they call.
Used together, they reinforce one another. Someone might see you on Instagram, then Google your business name and find your reviews and contact info. Or they may find you via a blog post and follow you on social for updates. This kind of brand journey is how people buy today.
How Much Does Each One Cost?
Organic social media is free if you do it yourself, but the cost is your time. It takes hours to plan content, shoot videos, edit photos, write captions and then reply to comments or DMs.
SEO often involves a one-off investment in keyword research, website optimisation and content creation. The thing is once you’re ranking, the traffic doesn’t stop just because you’ve stopped posting, it continues to build momentum.
You can also run paid campaigns on both. Social media ads can be great for visibility or product launches. Google Ads put you directly into the search engine results instantly. The key is to know what your goal is. Is it visibility, clicks, or conversions, then match the platform to that.
Do You Even Need Both Right Now?
The honest answer is no, not at first. It’s better to go deep on one channel than spread yourself too thin. If leads are your priority, focus on SEO or Google Ads. If you’re showcasing work, building an audience, or getting ready for a product launch, social media marketing makes more sense.
Over time, combining both is powerful. SEO gives you long-term visibility, where as social media will help keep you relevant.
Think of SEO as the backbone of your digital presence. Social media is the way for you to put your personality on the brand.
It’s Not a Case of Either/Or – It’s a Case of Timing
You don’t need to choose one forever, you just need to pick the one that solves your problem today.
If you’ve got a brilliant product or service but no visibility, start with search engine marketing. To see how search marketing compares to paid listing sites in real life, read our blog on SEO vs Checkatrade for tradespeople.
If you’ve got visibility but no brand voice or following, then it’s time to show up on social media platforms and build your presence.
Eventually, you’ll use both. Starting with a clear focus and a strong plan will get you better results faster than trying to juggle everything all at once.
Need a Hand Deciding?
If you’re still not sure whether SEO or social media is the best next step, we can help you figure it out. We’ll look at your business, your audience, your goals, your resources and put together a digital marketing plan that’s actually doable.
We don’t believe in fluff or pressure, just honest advice that gets results.
Whether it’s improving your search engine visibility, building a better website, or launching your first social campaign, we’re here to help you grow with confidence.
Get in touch with Rank Kings today to find out how we’ll get your business in the shop window.
