An important aspect of SEO is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, they still can't see and understand a web page the same way a human can. SEO helps the engines figure out what each page is about, and how it may be useful for users.

Here's a list of reasons why your business> should definitely consider investing in organic SEO / SEM:

It still works

First and foremost, the techniques employed to improve SEO still work. Even though data regarding organic traffic from Google was pulled fairly recently, the techniques themselves remain sound. Plenty of SEO case studies performed post-Hummingbird can verify this. As long as you are focusing on optimal user experience while performing methodic SEO strategies, you will be rewarded with higher positioning and organic traffic.

It is not going to stop working any time soon

Based on the way search engines appear to be developing, it is not likely that SEO will cease to be effective any time in the foreseeable future. On some level, even audio and video searches ultimately depend on keywords the same as traditional text-based content. This link ensures the continued success of SEO techniques as long as it exists.

It is cost-effective

Compared to the costs associated with other forms of online marketing such as PPC advertising, social media marketing, or purchasing leads for an email marketing program, SEO provides fairly good ROI. While PPC may drive more revenue and social media may be more important for your image, your organic SEO in many ways remains a bedrock of your online presence.

Search engines grabbing more market share

Somewhere between 80-90% of customers now check online reviews prior to making a purchase, and this number is only expected to increase. It won’t be long before virtually everyone is searching for products and services online. Do you want them to be able to locate your business, or not? Without organic SEO in place, people will have a very hard time finding you and will instead find your competitors.

Rise of mobile bandwidth and local search optimization

Later this year, the amount of traffic delivered to mobile devices is expected to exceed that delivered to traditional desktop devices. With this dramatic explosion in mobile usage, a whole new world of effective SEO techniques have opened up for companies, such as local search optimization.

Not having a healthy content profile is damaging

With each and every update to its search algorithm, Google and other engines change the way they look at websites. Things which didn’t exist a few years ago, such as social media indicators, are now given fairly high importance in terms of their impact on your rankings. Not building a healthy content profile spread out months and years is potentially damaging to your business, as it is one of the factors Google evaluates when looking at your site.

Your competitors are doing it

SEO is a never-ending process. If you’re not moving forward and improving your position, you're losing ground to a competitor who is. That's a simple fact of how the process works. Don't let your competitors out maneuver you by ignoring this valuable tool for your business.