Search Engine Marketing helps site owners meet their various online marketing objectives such as generating leads, sales or simply building awareness.

There is more to search engine optimisation than just marketing, as companies can derive many business benefits from using SEO. Let’s take a look at a few...

  • Cost-effective Customer Acquisition
    There is no payment to the search engines for being indexed. This is important for high volume, low intent phrases which can be expensive in paid-search (eg ‘car insurance’). 

    It can also be useful for generating visitors on the long tail of search. Many companies bid on these phrases through paid-search, so giving opportunities for those who use an SEO strategy for the tail.

  • Fixed Costs
    The cost of SEO is relatively fixed, independent of click volume. Effectively, the cost per click from SEO declines through time after initial optimisation costs and lower ongoing optimisation costs. Conversely, paid-search is essentially a variable cost.
  • Brand Visibility
    Think about that search on ‘car insurance’. The big insurance companies are all desperate to make it onto the first page of Google. The ones that didn’t make it either need to buy PPC ads to be seen, which is expensive for such a competitive search query.
  • Focus on Web Standards / Accessibility
    Designing a website for search is an exercise in designing a best practice website. Search engine crawlers notice errors in your code, so valid code is a must for SEO. And that makes for a healthier, more accessible website. Accessible for Google’s crawlers, and for people.
  • Repeat Business
    Customers referred from search engines tend to stick around for longer. Increase customer lifetime revenues via SEO!
  • Customer Acquisition - Targeted Prospects
    Search is demand-driven, so anybody referred from a search engine is hoping that your web page matches their search query. If it does, and you show them all the information they need to see, they may well become your next customer.
  • Focus on Unique Content
    We are big believers in quality content. Original content. Google loves it too. And so do many SEO experts – the general advice these days is to create subject-specific content on your website, and to categorise and label that content in a way that will deliver a boost to your keyword strategy. Blogs are good for this. Remember that quality content attracts quality links. And that links are still very important for SEO. So if you invest in unique content you are building a valuable intellectual property asset that will benefit other areas of the business as well as improve your search rankings.
  • Credibility / Brand Perception
    “Why aren’t you in Google for ‘car insurance’”? Consumers expect big brand businesses to be prominently placed in Google, so what is the effect if you aren’t on the first page or two?
  • Findability
    Search engines allow you to find relevant web pages even if you only remember snippets of information. A song lyric, a company name, a product review, a person…

For more, see our Search Engine Optimisation (SEO) Business Case , which aims to help you persuade the boss that your company needs to invest in SEO...

Graham Charlton

Published 13 July, 2007 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (10)

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Nice article, well described.  however, i think that the point of quality content doesnt fit into the benefits of seo.

almost 9 years ago


front doors

wery intresting i ahd never though it had so many  benifits other than trafficsubclassas

almost 9 years ago



One of  the mojor benefits of SEO is that certainly you do not pay for every click and ofcourse search visibility. However, SEO takes from 3-6 months and the client must be willing to spend a certain amount of money to optimize the web site.

In addition, pay per click offers immediate results and certain clients want to make sales the soonest possible. So, the combination of SEO and PPC, is in my opinion the best solution.

almost 9 years ago


composite doors

Yes I see how this can really work, thanks for sharing the info.

over 8 years ago



this is really a good and new thing to practice on cost-benefit analysis.

over 8 years ago



Awesome advice, thank you! I’ll revise the article appropriately. Proof positive that you CAN learn something new everyday!

about 8 years ago


Printing Services

I must say a well written list. I appreciate the author and would like to suggest for giving some data points as a case study on the front as well.

over 7 years ago


blackberry white

very well written. Still good advice.

about 7 years ago



Very very nice and well written!

almost 7 years ago



Although a few years old there are still some great basic advice in the article to help all businesses online

over 5 years ago

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