Search Engine Optimization is the practice of ranking a website on search engines to increase its visibility when users search for relevant keywords and queries.

As you can increase a site’s ranking across a range of keywords, you will see an increase in the organic traffic it receives. Organic traffic comes from Google’s natural listings rather than paid ads.

Yes, your business should be investing in SEO. Search engine optimization offers a way to increase traffic without paying for every click.

When you run PPC ads, you’ll be charged for every click on your website through that channel. However, if your website ranks organically on the search engines, this traffic is free (at least in terms of a cost-per-click). Of course, it takes investment in skills and resources to rank a website on the SERPs.

There are a few important best practices to follow to be in for your chosen keywords with a chance to rank well. Talking about SEO, you might have heard people say, ‘content is king.’ Quality content here plays a crucial role. Quality content involving your target keyword and satisfying user intent is strongly associated with improved rankings. In addition to the same, backlinks are equally significant. By working on those things in parallel, you can see a bump in the rankings. A few technical aspects of this should be taken care of as a part of the SEO strategy, such as the site’s structure, navigation, internal links, etc.

You need to earn your way to the top of Google and deserve to be there. A good answer is somewhere between six months and one year, but this is very much based on the level of resources you allocate to your strategy, the level of competition, and what others who compete for the same queries are doing.

It might only take a few months to rank for a local term (e.g., plumber in [location]), whereas it could take years to rank a new website for, let’s say, the term “laptops.”