HAVE you noticed your online advertising expenditure rising? You’re not the only one. Whether it’s Google Ads, Facebook Ads, or Instagram ads, more and more business owners are finding that it is getting harder and harder to keep up with rising advertising expenses.
The truth is, paid advertising is getting more and more expensive, but the results aren’t always better. That’s why smart e-commerce business owners, from small local shops to big online retailers, are turning to a greener way of growing their business: SEO (Search Engine Optimisation).
Let’s speak of how SEO directly benefits your business, and not why SEO is helpful, but what actually it does to you.
The cost of ads is going up, but results are not
Let’s get real, online advertising is not as inexpensive as it used to be.
Before, you could spend RM50 on a Facebook or Google ad and get a lot of traffic, clicks, or maybe even some conversions. But today? The same RM50 might just get you a handful of clicks, and not every click translates to a sale.
Ad costs are increasing every year
Globally, a larger amount of money is being spent in order to reach the same people. According to industry reports:
- Google Ads’ average cost-per-click (CPC) increased over 60% in some industries from 2022 to 2023.
- Facebook average cost-per-1,000 impressions has been increasingly rising year over year, especially at times like the end of the year or holiday promotions.
- Even for sites such as TikTok and Instagram, prices are increasing because there are more and more brands competing for attention.
It is the same in Malaysia too. More companies come online and vie for online space, so ad prices rise, especially for trending keywords and audiences.
More money doesn’t always mean more sales
Worse yet is that higher ad spending does not always lead to better results. In fact:
- Your ads are being shown to people who may not even be ready to make a purchase.
- Conversion rates can remain flat or actually drop, especially if your ad isn’t targeted properly.
- People are now being faced with such a vast number of ads that they have become immune to them, which is referred to as “banner blindness”.
You could be spending hundreds or thousands on advertising every month but if those ads aren’t turning into sales, your return on investment (ROI) plummets. It’s like pouring water into a leaky bucket.
Users are getting smarter and more skeptical
Internet users now are savvier. They know how to differentiate between an ad and an actual search outcome. Research suggests:
- 94% of users bypass Google ads and go straight to the organic (unpaid) listings.
- Over 50% of users trust organic links more than sponsored links.
- Studies also show that users will view sponsored content as biased or less trustworthy, especially when it comes to product recommendations.
This means that even if you do get at the front page of Google Ads, people might scroll right on by your entry, simply because it has a “Sponsored” designation on it.
For SMEs, it’s hard to compete
Big brands get big budgets. They can afford to spend thousands of dollars a day just to stay visible. However, you can’t afford it when you run a small or medium-sized e-commerce business.
You might spend RM100 today and get 10 clicks. Tomorrow, a competitor raises their bid and now your cost-per-click jumps to RM15, and suddenly your budget doesn’t stretch as far, leaving you scrambling for a countermeasure.
This relentless bidding war makes it even more challenging for small businesses to survive on advertising alone.
How SEO actually helps your business
SEO is not a magic trick. It’s the process of improving your website so that it shows up in Google search results naturally without shelling out cash for ads.
Here’s what SEO can do for your business:
Brings in the right visitors
When an individual is searching for “best skincare for oily skin” or “buy sofa online Malaysia”, they are already convinced about that product. If your website comes up on the first page of Google, they will likely end up visiting your website, and that’s free traffic you didn’t pay for.
Lowers your cost-per-sale over time
Pay-per-click ads will cost you by the click. SEO won’t. Once your site has ranked, people can keep clicking for free. That makes your advertising cost go down, but your traffic keeps coming.
Builds trust and credibility
Most people trust websites that are found at the top of Google organically. It tells them that your website is relevant and trustworthy, not just paying to be seen. Being found by SEO gives your business more credibility with your consumers.
Improves your website
SEO also improves how your website works. By working on SEO, you’ll likely:
- Make your website faster
- Fix errors or broken pages
- Make it easier to use on mobile phones
- Create clearer product descriptions and navigation
These not only help with search rankings but they also make your customers happier, which means they’re more likely to buy.
Grows your traffic over time
A single product page or blog post can continue to drive traffic for months or even years. The more optimised content you produce, the easier it is for people to find your site—and the effect keeps compounding.
That’s the beauty of SEO: it works over time, like planting seeds that continue to bear fruit.
How to start with SEO in Malaysia
If you’re not familiar with SEO, don’t worry. Here are a few simple steps you can take to get going:
- Find out what your customers are searching for (use tools like Google Suggest or Ubersuggest).
- Update your website pages with keywords that match what people are looking for.
- Add helpful content, like guides or blogs answering common questions.
- Make sure your website is mobile-friendly and fast.
- Use Google Search Console to see what pages are getting clicks and what needs improvement.
And when you’re targeting customers from Malaysia, do not forget to add Bahasa Malaysia keywords as well, as many search in local languages!
Conclusion: Build smarter, not just bigger
Relying on paid ads alone is like renting a shop where rent goes up every month. SEO, on the other hand, is like owning your own land. You put in the work upfront but you keep reaping the rewards for a long time.
If you want to future-proof your e-commerce business, e-commerce SEO is no longer an option, it’s worth it and the best possible move you could take.
Want to get started with SEO?
At Legency Group, we help businesses like yours create sound, search-engine-optimised websites that draw real, long-term traffic, without relying on paid ads.
Talk to us today and let’s create your organic footprint together. – April 23, 2025
