According to a Brightedge study from 2019, 53% of trackable web traffic stems from organic search results. Compare that to only 15% for paid search traffic, and you begin to see why search-engine optimization (SEO) is so important.
SEO isn’t just a traffic driver though. The main KPI for SEO may be an increase in organic-search volume, and subsequent leads and customers from that channel, but it has benefits for other marketing channels too — and for your larger brand.
For instance, the more organic-search traffic you drive, the more folks you can retarget. That means you can leverage your paid digital channels to help move folks through a funnel, rather than get them in the net in the first place.
