Search Engine Optimization is the best online investment a business can make. Instead of paying for pay-per-click ads, such as AdWords and Facebook ads, a business that uses the best ranking strategies can get their name at the top of the Google search results. This is the most cost-effective form of online advertising. People search for your service and tend to click on multiple listings to do their initial research. Each time a person clicks on an ad, you are charged. Alternatively, when a person clicks on your website in the organic search results, you are not being charged for that visit.
Most people skip the advertisement listings when they Google something, but even if they do click on ads, yours may not always show up. When using paid advertising, you are competing with other companies for the same screen real estate, and when another business bids higher than you, they push you out of the way. By using SEO, you are always presented to your potential customers at a fraction of the cost it would take to get the same amount of exposure with Ads.