Another reason SEO is critical for brands and businesses: unlike other marketing channels, good SEO work is sustainable. When a paid campaign ends, so does the traffic. Traffic from social media traffic is at best unreliable – and a fraction of what it once was.
SEO is the foundation of holistic marketing, where everything your company does matters. Once you understand what your users want, you can then implement that knowledge across your:
- Campaigns (paid and organic).
- Website content.
- Social media properties.
Organic search is a channel that drives the traffic you need to achieve key business goals (e.g., conversions, visits, sales). It also builds trust – a website that ranks well is generally regarded as authoritative or trustworthy, which are key elements Google wants to reward with better rankings.
