Any modern business that wants to be around in 12 months’ time needs to have some key elements in place. This will vary according to which type of business it is, and the niche it operates in – but one universal factor will be investing in SEO.

For any CEO or business owner who does not understand why SEO is so important, here are some points they need to consider.

It drives organic traffic

In today’s world, the customer’s buying experience is most likely going to begin with an online search. Search engines (probably Google) are going to be the starting point, and the right SEO strategy ensures that your business appears high among the rankings for relevant search terms that your potential customers are using. This visibility is crucial as the #1 result in Google’s organic search results has an average click-through rate (CTR) of 31.7%.

It helps a business keep pace with the competition

The online world is constantly evolving. In the words of Simon Dalley, SEO consultant: “In today’s market, even small to medium business owners can’t afford to rest on their laurels; your website needs to work hard, and it needs to compete with the best for maximum visibility.”

In short, businesses that ignore SEO risk falling behind their competition as the marketplace in which they operate changes. SEO is not a “one-and-done” – it’s an ongoing process that savvy business owners need to revisit often.

It helps with building credibility and trust

Put simply, a well-optimized website earns credibility and trust from both users and search engines. Google’s algorithm is more likely to favour websites that offer relevant, authoritative content. When a business ranks on the first page for a given search term, it’s perceived as more trustworthy by consumers, which is vital for attracting new customers and retaining them in the long term.

It proves to be cost-effective in the long term

Unlike the many forms of paid advertising available, SEO can provide a small business with long-term, sustainable results. Investing in SEO means building a strategy that delivers continuous organic traffic without the ongoing costs associated with PPC (pay-per-click) advertising. For small and medium-sized businesses, this can provide a massive boost, effectively levelling the playing field against larger competitors.

It goes deeper than most business owners think

Many business owners think that SEO is just about keywords and backlinks, but that’s not the case at all. Effective SEO is also about providing a great user experience. This includes optimizing sites for mobile devices as they become more popular, page load times, and easy site navigation. By improving their user experience, businesses are not only putting themselves in Google’s good books but also making their own website better into the bargain.

Final thoughts

It is clear that SEO is an indispensable part of any small business’s marketing strategy. It’s no longer just an option but a necessity for staying visible, credible and competitive in an increasingly competitive online world.

Getting the right expert involved is vital, too, as business owners who try and go it alone are likely to be wasting their time, effort and money.