SEO stands for search engine optimization, which is a set of practices designed to improve the appearance and positioning of web pages in organic search results. Because organic search is the most prominent way for people to discover and access online content, a good SEO strategy is essential for improving the quality and quantity of traffic to your website.
How does SEO support my marketing efforts?
SEO works to increase your site traffic and brand authority by inviting highly interested visitors to explore your pages. Generally speaking, depending on the business goals you’re chasing and the customer intent you’re targeting, those interested visitors are more likely to convert by making a purchase or becoming a lead.
Beyond reaching people who are ready to purchase, practicing good SEO will help searchers unaware of your brand prepare to become customers in the future. It’s an incredibly powerful tool in that it can target people at any stage of the marketing funnel.