If you are a marketer or business owner, you may be told to use Search Engine Optimization (SEO) more than once or twice.

That's because it's an integral part of a successful marketing strategy today.

However, if you are not familiar with this tactic, you may not be sure if it is worth the time and money.

That's why this page describes what SEO is in marketing, its role in marketing, and the top five benefits SEO can bring to your business.

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You don't have to pay for SEO ads

Google's organic rankings are based entirely on what the algorithm determines as the best result for a given query.

This means that if you create a page that search engines deem worth guiding users, you can continue to drive traffic to your site months (or years) after it's published.

Of course, researching and writing high-quality content requires investment. The investment is made in the form of time if you choose to make it yourself, or in the form of money if you choose to hire a digital marketing agency to make it.

However, after you make the initial investment, there are no ongoing costs to keep driving traffic to your content.

Depending on the nature of the topic, you may need to refresh the page every few months. If your competitors decide to target the same keywords, you may need to add and improve them.

After all, a valuable place for search results is free.

This is a big difference from PPC ads, which cost money every time a user clicks on a page to visit it.

To see the magnitude of this benefit, consider the average cost per click (CPC) for all industries at $2.32.