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So the idea with this is that when people are searching for your client’s products, they find the client’s business we are doing SEO for first and contact them about doing business.
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I.E. In positioning your client’s website on the top of Google for the keywords people use when searching for the their products and services, they will enjoy free targeted traffic from the search engines
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Another part of SEO, often ignored, is optimising a client’s brand on search engines when people are specifically researching that business. Part of this is reputation management, however SEO itself should help this by providing quality content on business directories and other properties when they directly represent the brand. These elements of SEO should not be inaccurate as this can have a negative impact on this. This is why you are required to quality check these parts of the campaign
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Traffic from search engines is highly desired as prospects are often in a purchasing frame of mind when searching for what they need. They are in the market to buy when they search for a client’s product. So the conversion process to a lead or sale from search engine traffic is often a lot higher than other forms of interruptive styles of advertising
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Paid traffic from search engines is also getting more and more expensive. As such, despite the early investment required to position a website well, over time the ROI from SEO traffic can be much higher than that from paid traffic