Is Paid Search Is The Most Important Marketing Channel To Partner With For SEO?

Summary

Voices of Search Podcast: Episode Summary

Title: Is Paid Search the Most Important Marketing Channel to Partner With for SEO? Host: Tyson Stockton Guest: Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow Release Date: May 13, 2025

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Introduction

In this insightful episode of the Voices of Search Podcast, host Tyson Stockton engages with Elliot Tsai, Senior Growth Manager of SEO and ASO at TextNow, to explore the dynamic relationship between paid search and SEO within marketing strategies. The episode delves into whether paid search stands as the paramount marketing channel that SEO professionals should prioritize partnering with.

Paid Search vs. SEO: Weighing the Importance

The core of the discussion revolves around the assertion: "Paid search is the most important marketing channel that SEOs should partner with." Tyson Stockton introduces this provocative topic to Elliot Tsai, setting the stage for a comprehensive analysis.

Elliot Tsai's Perspective: Elliot challenges the notion that any single marketing channel holds supremacy over others. He emphasizes the equivalence of all marketing channels, asserting that each plays a vital role within the user’s decision-making funnel.

“For me, it's not the most important; every marketing channel is equal, and we should partner with all of them.”
– Elliot Tsai (01:18)

He further explains that the perceived importance of paid search stems from its ability to deliver short-term results, which contrasts with SEO’s longer-term benefits. However, Elliot clarifies that SEO does not necessarily guarantee long-term success but rather offers a more gradual buildup compared to the immediate visibility provided by paid search.

“People favor pay because they can see it in the results. But SEO just comes fast, slower, a little bit. That's it.”
– Elliot Tsai (01:46)

Integrating Multiple Channels for Optimal Results

Elliot stresses the importance of a holistic approach to marketing, where multiple channels work in synergy rather than in isolation. He highlights that each channel contributes uniquely to the user funnel, aiding users in discovering and engaging with products through various touchpoints.

“Everyone's the same equal because it's just every channel is a part of the user funnel. Users find information about your product, so you shouldn't favor one over another.”
– Elliot Tsai (01:54)

Moreover, Elliot appreciates diverse channels such as influencer marketing and SEO, advocating for their combined use to enhance overall marketing effectiveness.

“I like Influencer. I like SEO. It's just not how this works.”
– Elliot Tsai (02:08)

Conclusion

The episode concludes with Tyson Stockton summarizing the key insights shared by Elliot Tsai. The discussion underscores the necessity for marketers and SEO professionals to balance and integrate multiple marketing channels rather than placing undue emphasis on any single one. By leveraging the strengths of both paid search and SEO, alongside other channels, businesses can achieve a more robust and resilient marketing strategy.

Elliot’s pragmatic approach serves as a valuable reminder that no single marketing channel should be deemed the most important, but rather, the collaborative effort of all channels drives sustainable growth and visibility.

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Connect with Elliot Tsai:

• LinkedIn: Elliot Tsai
• Company Website: TextNow

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Stay updated with daily streams of SEO and content marketing knowledge by subscribing to the Voices of Search Podcast on your preferred platform or following on YouTube.

Transcript

[Tyson Stockton]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Tyson Stockton.

This is the Voice of Search Podcast. My name's Tyson. And joining us today is Elliot Tsai, Senior growth manager of SEO and ASO at TextNow. Coming up to kind of last portion here, we're going to go into the lightning round and so what we're going to do is I'm going to kind of like pepper you with a few kind of like more short form questions and we'll get kind of your take on it. So first one I'm going to throw at you is buy or sell. Paid search is the most important marketing channel that SEOs should partner with.

[Elliot Tsai]

For me, it's not the most every marketing channel is equal and we should partner with all of them. And for pay, like why people think it's so important because it's got a short term result. That's it. And SEO people like to say long term, not really long term, but it will be longer than pay. So I always say like we always compare pay and us, of course people favor pay because they can see it in the results. But SEO just come fast, slower, a little bit. That's it.

[Tyson Stockton]

Right? Right. So no, no favorite children. Everyone's the same equal across the board.

[Elliot Tsai]

Everyone's the same equal because it's just every channel is a part of the user funnel user like the user find information of your product so you shouldn't favor one person. I like Influencer. I like SEO. It's just not how this work.

[Tyson Stockton]

Yeah, fair enough, fair enough. Well with that, that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Elliot Tsai from TextNow for joining us. If you'd like to get in contact with Elliot, you can find a link to his LinkedIn profile in the show notes or go on over and check out his company's [e-mail] if you haven't subscribed yet and you want a daily stream of SEO and content marketing knowledge, be sure to hit that subscribe button. In your podcast or like and subscribe on YouTube and we'll be in your feed in the next following day. So that's it and that's all for today. Thanks for stopping by the Voice of Search podcast and we will see you on the next episode.