Why it matters

There is little point in spending huge amounts on paid media if consumers cannot quickly and easily find the information they require on a brand through online search engines. By following a clear process, advertisers can boost visits and – ultimately – drive sales.


  • The most important aspect of any SEO strategy is audience behaviour. How will those consumers be searching? What kind of keywords will they be using?
  • Advertisers can gain valuable insights about audiences through pooling data from other channels, such as PPC and social listening.
  • Tools can be used to help monitor a website’s performance and flag any issues when they arise. These include Google Search Console, Google Analytics and keyword tracking tools such as SEMrush and Pi Datametrics.

What is organic search?