Online marketing has transformed over the years. It used to be that you could run a few ads and add a few keywords to your website to drive results. That isn’t enough anymore. In the ever-changing world of online marketing, paying strict attention to search engine optimization (SEO) is crucial to improving organic traffic.

SEO is not something to be checked off a to-do list and never thought about again. Website traffic and sales are constantly fluctuating. For that reason, SEO and proper website optimization must be continually monitored and integrated into a marketing strategy.

Paying closer attention to SEO has a lot of benefits. Most notable is that SEO is cost-effective. A good strategy can be more effective than paid ads and can work across all search engines. A display ad or paid search ad may disappear from the first page once the budget slows or stops. But a well-executed SEO strategy for a website can generate first-page results for all search engines without any extra cost.

When conducting a search, most people do not go past the first page. They are also more likely to click on an actual site or article as opposed to an ad. Having a successful organic listing is, in a lot of cases, the best way to drive traffic to a website. The trick is to make sure the website stays on the first page of the search results.

Unlike some other forms of online marketing, SEO requires patience and persistence. A successful strategy requires building, optimizing, testing, measuring, adjusting and, if necessary, repeating those steps. Again, it isn’t a one-and-done deal, and it will be frustrating at times. However, when you do it correctly and maintain it continuously, the results will speak for themselves.