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SEO stands for **search engine optimization**, which is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results¹.

SEO is important for all businesses because it:

– Helps you **understand** what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume.
– Allows you to **connect** to the people who are searching online for the solutions you offer.
– Improves your website’s **visibility** and **ranking** on search engines like Google and Bing, which are the primary sources of website traffic for most businesses.
– Builds your brand’s **trust** and **credibility** by providing relevant and useful content to your audience.
– Impacts the **buying cycle** by influencing the purchasing decisions of your potential customers.
– Gives you an **edge** over your competitors who may not have a strong online presence or strategy.

SEO is not a one-time thing, but an ongoing process that requires constant monitoring, analysis, and optimization. It also involves adapting to the changing algorithms and preferences of search engines and users. SEO is a long-term investment that can yield significant benefits for your business.

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