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Increasing your visibility on search engine results pages (SERPs) is a worthwhile payoff. Many people use major search engines like Google and Bing to discover new brands. According to findings from SEO analytics software Moz, “66% of distinct search queries resulted in one or more clicks on Google’s results.”

Ultimately, SEO is one of the single-best marketing channels for optimizing return on investment (ROI). The data speaks for itself: According to Statista, SEO has been the most profitable form of marketing in the past four years — even topping content and email marketing.

This is why brands should prioritize SEO in their marketing efforts. Likewise, brands with in-house marketing teams of their own should be actively implementing marketing channels related to SEO. Before we jump into the specifics, it’s important to first understand what SEO stands for.

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