This has the potential to make a huge impact on your company’s most important goals, like increasing your leads and sales.
SEO targets quality traffic
One of the biggest advantages of SEO is that it’s an inbound marketing strategy.
Unlike traditional “outbound” advertising channels, which involve reaching out to consumers whether they want to hear from you or not, inbound methods center on making it easy for your audience to find you when they want information.
These traditional methods, like cold calling, spam emails, and interruptive ads, are done solely with the advertiser’s goals in mind.
And many consumers find them downright annoying.
Inbound marketing, on the other hand, is much more customer-centric. Instead of interrupting consumers as they’re watching TV or listening to the radio, it involves creating helpful resources and making helpful information more easily accessible.
Then, when users are ready to spend some time researching your industry or learning more about their options for a specific type of product, they can find you on their own.
This is not only much more convenient for consumers but also results in more qualified leads for your business.
You don’t need to pay for ads in SEO
Google’s organic rankings are based entirely on what its algorithm determines to be the best results for any given query.
This means that once you’ve created a page that the search engine deems worthy of directing their users to, it can continue to attract traffic to your site for months (or even years) after you publish it.
Of course, researching and writing high-quality content requires an investment. That investment will either be in the form of time, if you choose to create it yourself, or money, if you choose to hire a digital marketing agency to create it for you.
But once you’ve made that initial investment, there’s no ongoing cost to keep attracting traffic to your content.
You might need to update the page every few months, depending on the nature of the topic. You also might need to add to and improve it if your competitors decide to target the same keyword.
But when it comes down to it, your valuable spot in search results is free of charge.
This is a major difference from PPC ads, which involve a cost every time a user clicks and visits a page.
SEO gets more clicks than PPC
Although PPC ads appear above organic rankings, 71.33% of searches result in a click on an organic result on the first page.
It’s difficult to say why this is, though the most logical conclusion is that users trust Google’s algorithm. They know which spots advertisers are paying for, and they choose to instead visit the pages the search engine has determined to be the best.
Of course, this is just conjecture.
But regardless of the reasoning behind it, the fact is that the majority of the clicks for any given search go to an organic result.

SEO helps PR
Although SEO and PR may seem like entirely separate marketing strategies, you can use them together to maximize the results you see from each.
The biggest connection between the two lies in link building.
Earning links from reputable websites is a main component of any SEO strategy. This means that one of the biggest parts of an SEO professional’s job is to identify opportunities for placement or coverage on industry blogs, news publications, and other relevant sites.
And considering that a PR strategy revolves around getting prominent publications and influencers to talk about your company, this presents a huge opportunity.
When you use link building research to find new ways to get your brand in front of consumers, you’ll be much more effective in distributing content to potential customers and clients.

You can move ahead of the competition
Today, SEO is widely considered a staple of any marketing strategy.
In fact, 61% of marketers say that improving their SEO and improving their online presence is a top priority.
This means that your competitors are likely already taking steps to establish high rankings in search results.
And with an SEO strategy of your own, you can keep up with — and ideally, move ahead of — them to stay competitive within your industry.
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