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When people come across your website in the search results, it is kind of like the search engine is recommending you. Without consciously thinking about it, the person visits your site as if someone had just said “Hey check this site out. I think this site has what you want.” That makes this visitor more likely to get a positive first impression of your site. And obviously, making a good first impression will help you.

SEO requires a substantial upfront cost, but much less cost down the road cost. You have to construct your website or maybe reconstruct your website in such a way as to make it appeal to search engines. Plus you have to implement some method for getting people to talk about your site and link to your site. Most of those costs are borne early on in your SEO campaign though. Over time it should cost you less and less to maintain a good ranking.

SEO investments will produce compound returns on investment if done well. Your site should increase in ranking steadily over time so your returns keep increasing even though your SEO costs are either fixed or even decreasing.