There is one more reason why you should be using SEO. The discipline helps you position your brand through out almost the entire buying journey. In turn, it can ensure that your marketing strategies match the new buying behavior. Because, as Google admitted themselves—customer behavior has changed forever. Today, more people use search engines to find products or services than any other marketing channel. 18% more shoppers choose Google over Amazon. 136% more prefer the search engine to other retail websites. And B2B buyers conduct up to 12 searches, on average, before engaging with a brand. What’s more, they prefer going through the majority of the buying process on their own. When asked to explain what SEO is, We often choose to call it a strategy to ensure that when someone googles your product or service category, they find your website. But this simplifies the discipline a bit. It doesn’t take elements like different customer information needs into consideration. However, it does reveal its essence. In short, SEO drives two things —rankings and visibility.