Simply Put, it’s a Channel for Your Business to Increase Sales and Brand Awareness.
Search engine optimisation is the process of improving the natural / organic ranking of your website for certain keywords, thus generating more traffic to your website.
The ranking indicators that search engines use are highly guarded (they should be as the search industry revenue is approximately $17 billion), but there are industry proven optimisation techniques which will benefit your rankings and traffic, such as unique content generation, onsite technical optimisation and a solid back link profile.
Websites that have pages ranking highly in search engines reap many benefits of SEO, such as a higher ROI, increased brand awareness, increased authority in the industry and another measurable channel for sales and leads. Google dominates the search industry, this is why the majority of the reporting metrics and target rankings are based around Google.