Content SEO
Why do we need organic inbound traffic if we can just pay for pay-per-click search engine ads?
While ads do yield good results, they are trusted considerably less than organic high-ranking results. Ads also incur a charge per click, and while SEO isn't free, it doesn't scale in the same way PPC advertising does. If you want 100 clicks a month on PPC at an average price of £1 per click, that's only £100. What happens if you want 10,000 clicks a month? You'd have to pay a whopping £10,000 a month. With search engine organic results, your SEO costs are relatively fixed each month, but the volume of your inbound search engine results page (SERP) traffic is only limited by the number of people searching for the keywords you rank for.
Below, you can see the results of one year of in-house Content SEO, executed by me for my employer.
Inbound Magic
As you can see, the UK monthly volume of our selected keywords wasn't significant, barely breaking 200 searches in total. However, by expanding the list with five additional keywords and performing content SEO on the website (including writing SEO articles), I was able to land our page on the first page of SERP for most keywords. This led to an increase in traffic and an expansion of our reach. We ended up ranking high for two of the keywords in the USA, generating queries and opening conversations in a region the company is keen to expand into.