Should Small Businesses Invest in Social Media or SEO First?

Erin Larison

COO, Larison Media

There’s a particular kind of decision fatigue that comes with running a small business.

At some point, you realize you should probably be doing more marketing. So you start looking into it, and suddenly you’re choosing between social media, SEO, email marketing, paid ads, and at least one person telling you to start a podcast. It escalates quickly. 

So let’s bring it back to a simpler question. If you can only focus on one right now, should it be social media or SEO?

The Slightly Unsatisfying but Helpful Answer

For most small businesses, social media is the better place to start. Not because it’s more important overall. Because it’s more immediate.

Social Media Helps People Decide

When someone hears about your business, they don’t immediately buy.

They look you up. They check your website, maybe. But more often than not, they end up on your social media at some point. And what they see shapes their decision. If your presence is quiet or outdated, it creates hesitation. If it’s active and real, even in a simple way, it builds confidence.

You don’t need perfection. You just need enough to show that you’re present and doing the work.

SEO Helps People Find You

SEO plays a different role. It helps new people discover your business when they’re actively searching, which is incredibly valuable – but it’s not fast.

It takes time to build content, gain traction, and show up consistently in search results. It’s more of a long-term investment than a quick win.

Why Starting With Social Media Usually Makes Sense

If someone finds your business through a referral, an ad, or even SEO, they’re still going to look you up, and if what they find doesn’t build trust, they hesitate.

That’s why social media often comes first. It creates the foundation that everything else builds on.

A Simple Way to Think About It

Social media answers the question: “Can I trust this business?”

SEO answers the question: “How do I find this business?”

Both matter, but trust tends to come first in the decision-making process.

What This Looks Like in Practice

If your business feels like it’s still getting its footing online, start with social media. Post consistently. Share your work. Highlight your customers. Let people see what you do.

If you already have that foundation, SEO becomes the next logical step. Now you’re not just converting people who find you. You’re creating more opportunities to be found.

A Quick Throwback Thought

If you remember the early days of the internet, you probably remember clicking on a website and immediately deciding whether it felt legit or not. That instinct hasn’t gone anywhere. We just scroll faster now.

The Bottom Line

If you’re deciding where to focus first, social media is usually the more practical starting point for small businesses. It builds trust quickly and supports every other marketing effort.

SEO is still essential. It just takes longer to show results. 

Start with what helps people feel confident choosing you. Then expand from there.