SEO is an essential tool for companies to increase their visibility and reach on search engine results pages. By optimizing content with targeted keywords, businesses can attract more potential customers who are searching for relevant information or products related to their industry. SEO also helps improve website usability by making it easier for users to navigate through the site, resulting in higher conversion rates and increased customer engagement. SEO also yields advantageous data on user activity that can be leveraged to inform marketing tactics and refine operational processes.