Search engine optimization is critical – but only if it provides a return you can rely on
The reason that search engine optimization (SCO) is so popular is not just because it gives you access to tremendous amounts of prospects with very little extra effort whatsoever, but also because you can measure each and every component – allowing you to understand the return on investment you are getting on each campaign.
This is why SEO and ROI are so closely intertwined, and why you would have to be at least a little bit crazy not to monitor these key details on a regular basis in your business.