The degree to which SEO can help lower CAC will depend on your unique business and the channels that currently drive the bulk of your new customer acquisition. But if your business currently spends significant sums on paid ads to drive website traffic and conversions, driving that same traffic (or a portion of that traffic) through organic search instead of through PPC ads can give you the leeway to reduce ad spend. Implementing a strong SEO strategy that helps you meet your traffic and conversion KPIs without the added cost per click will allow you to better evaluate your budget allocation, where your team spends its time and effort, and identify opportunities for reducing CAC.
Ultimately, it’s a balancing act — paid and organic channels should be working in tandem to reach your goals in the most efficient and cost-effective manner. This will naturally involve some experimentation and monitoring your marketing attribution over time.