Investing in an engine optimization (SEO) is essential for businesses that are focused on succeeding in online marketing. One of the main reasons businesses should use it is because it is cost effective as compared to other online marketing tools such as social media and Pay Per Click (PPC) advertising. The SEO also has a large market share, considering that a high number of consumers check for online reviews before making any purchases. It also guarantees a competitive advantage because most modern firms are using it. It also gives businesses an amount of credibility since searchers tend to make mental notes with regard to the rankings. The SEO also heightens business traffic, therefore, increasing the number of customers. It also an excellent tool for business branding and visibility; hence, a business is able to continuously show in the search results and ultimately win potential customers.