SEO is one of the most, if not the most, valuable online tool(s) you have available to you as a marketer. Search Engine Optimization offers us a clear and unabridged way to meet our customers where they are online and at the stage they are in their buying process. As we optimize our content and incorporate tools to track and analyze the gathered data, we begin to see just how much power we hold in receiving massive ROI for our efforts

The buzz words around Search engine optimization (SEO) are thrown around in meetings, books, blogs, and in a majority of information regarding marketing a business online. The problem is, many marketers who are not in the digital space are unsure of what it truly takes to incorporate SEO into their operations plan.

SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. It is our job as marketers to break through the clutter and reach our target audience where they are at the moment they are searching online. To do this, we must have a plan that incorporates SEO at every step of the customer journey.

Organic Search remains the most profitable marketing channel available to every business – no matter what the business does or sells. No matter the industry, customer base, age of the business, location, or other identifiers, SEO is a business’s ticket to opening more doors online.

SEO is argued to have been introduced in either 1991 with the first published web page or in 1997 with the launch of Danny Sullivan’s site, “Search Engine Watch.” (1)  Though SEO may be young, it’s trajectory for growth is skyrocketing and has become something every marketer must understand to grow a business both on- and off-line. In our current marketplace, SEO is one of the most important aspects of all online efforts within the marketing channels of a business.

Why is SEO so valuable? Why is it ever-increasing in significance? The answer is simple: SEO allows us as marketers to reach our target audiences at the moment they are ready to make a decision. It relies on the organic search of a visitor and the strong SEO targets set by the marketer to merge at the precise moment the visitor is looking to make a connection. It’s the value of the mechanics of timing and high consumer intent that makes SEO so valuable. Whether the consumer intent is to make a purchase, sign up for a newsletter, learn more about a subject, or something else important to them at the time, when your business shows up as the solution, the likelihood they will choose your product or service goes up. Organic search allows a business to acquire consumer’s clicks free of charge. No other marketing channel can offer such a value-add proposition.