How do I make my SEO and paid search more efficient?

You already run both, and now you want them to work harder for less, and to keep working. That is the right ambition, but notice that efficiency and durability are two different chases. Paid search buys you traffic today and stops the moment you stop paying. Search rankings build slowly and last. Trying to judge them by the same yardstick is part of what makes this feel hard. So separate them in your mind. Ask of your paid spend: what is each click actually worth to me, and cut what does not earn its keep. Ask of your organic work: what will still be bringing people a year from now. Different questions, different tools. This week, pick one paid campaign and one piece of organic content and look hard at each with its own question. Fix or cut the paid one on cost. Improve the organic one for the long haul. Small, honest reviews like that, done regularly, are what turn effort into efficiency.