In the realm of digital marketing, there are two key methods that drive major marketing campaigns. One of them, outbound marketing, is the process of directly contacting clients for services. The more traditional method of marketing, it has of late lost favor with digital media marketing companies. Inbound marketing, by contrast, focus on attracting potential clients to them, and it has done quite well as far as Internet marketing experts are concerned. If anything, they are less expensive.

In fact, inbound leads are approximately 60% less expensive than their outbound counterparts, and in particular, search engine optimization (SEO) has proven to be affordable and incredibly effective method of digital marketing. What is search engine optimization? SEO is a marketing strategy that employs the power of search engines such as Google and Bing. Search engines in themselves are a huge industry within the tech world. The industry is worth an estimated $16 billion and processes more than 100 billion search inquiries every month. They also happen to be the primary driver of traffic to content websites, making it an ideal tool to use for marketing, as many digital advertising agencies do.

SEO campaigns create content on behalf of clients designed to “attract” the programs and algorithms search engines use to retrieve relevant information. By including certain keywords and content structures, SEO content can increase a client’s ranking on a given search inquiry, which, in turn, drives up traffic and awareness of the client’s brand.

It only makes sense to use search engines. After all, nearly 93% of all Internet sessions start with a visit to a search engine. Moreover, nearly three quarters of all search engine users ignore traditional paid advertisements brought to them by search engines. Needless to say, search engine optimization is a relatively-new but outstanding tool used by many digital marketing firms that has a solid record of success across the country — and, indeed, the world.