SEO continues to be one of the highest-performing channels in marketing from the ROI point of view. Leads coming from SEO have the highest conversion rates in sales, which directly contributes to ROI. Besides contributing to sales and revenue, there are multiple intangible benefits of SEO that are not factored in a while calculating ROI. SEO helps in building brand awareness. Every time users see a result from your website on Google and visit your site, it contributes to your brand image. By building brand awareness, SEO improves the branded and direct traffic on your website. Engaging content created for SEO also keeps your audience engaged with your website, product, and services and helps in better retention. Investing in SEO gives not only tangible results in terms of conversions and sales but also intangible business benefits, including brand awareness and user retention.