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Many business owners choose to forgo SEO because they know that SEO often takes a significant amount of time to produce results. This is a serious mistake. Although it takes some time to see the results of SEO efforts, those efforts will eventually pay off in the form of higher search engine rankings, increased traffic to your site, and increased revenues.

It may help to think of SEO as a marathon rather than a sprint. SEO is an ongoing process requiring regular periods of evaluation, but the end result will always benefit your business. So what is it about SEO that takes such a long time?

Search engine optimization (SEO) refers to the tactics used by webmaster to increase search engine rankings and thus drive traffic to the website.  It is defined over and against Pay-Per-Click advertising (PPC) in which webmasters pay to have their advertisements placed on search engine results pages, websites, and other advertising networks.  While there is some debate about the place of PPC in an organization’s overall internet marketing strategy, almost all internet marketing professionals agree that SEO has a number of distinct advantages over PPC. First, search engines dedicate roughly 60% of their on-screen real estate to organic search results. This means that organic results are simply more visible than PPC results.  Therefore, visitors are more likely to click on the organic results that the paid results.  Search engines dedicate more space to organic results because they understand that most searchers see organic search engine results as unbiased and objective. Therefore, they are more likely to click through to organic results than paid advertisements.