But with SEO, businesses can reach this demographic where they are already looking for brands — search engines. SEO works as a form of inbound marketing that attracts customers to you rather than interrupting their natural scrolling with pushy sales tactics.

Further, you can broaden your brand’s reach by targeting long-tail keywords that attract highly-targeted traffic. Ranking for question-based (“How do I … ?”) or comparative (“brand A versus brand B”) keywords can solidify your brand as an authority on a topic and position you against your competitors.

Plus, there is massive potential for you to rank for descriptive keywords that draw in a wider audience. For example, broad terms like “digital marketing methods” or “budget travel tips” may be highly competitive, but they also receive a higher number of searches per month. As you gain momentum (in terms of rankings and traffic) from targeting long-tail keywords, you can start going after broad terms with higher traffic-generating potential.