Is SEO Worth It? An In-Depth Breakdown of the Costs and Benefits
Search engine optimization (SEO) is a uniquely valuable channel for many businesses because it offers two key benefits that many other marketing channels lack:
1. The results are evergreen: When SEO is done well, once you rank for keywords that bring in traffic, leads, and customers, they continue generating this “free” organic traffic and leads for as long as those rankings are maintained. In our experience, you can maintain rankings for years if the pages you create are crafted to deeply match the search intent of the keyword.
Note: We put quotes around “free” because as we’ll discuss below, it takes effort (i.e. people and resources) to actually get and maintain those rankings, so it’s not really free. However, there is no incremental cost per visitor, so at a certain point rankings do begin generating free traffic and leads.