It’s a sustainable source of traffic
Marketers do so much to drive traffic to their website. They’re launching email campaigns, targeting ads at specific audiences, regularly posting to social channels, and organizing events and webinars, just to name a few. All of these traffic sources are great, but they require constant effort and upkeep from the marketer. Social posts and emails need to be sent out on a regular cadence, bidding strategies need to be adjusted, and online events aren’t scalable as you grow.
SEO is different. Creating content optimized for your users’ intent helps you bring a steady stream of traffic to your site -- all from people who are interested in what your brand has to offer. Plus, the authority gathered through following SEO best practices will sustain itself over time, giving you more time to focus on content creation.