Yes, your firm should spend in search engine optimization. Search engine optimization enables you to grow your traffic without having to pay for each hit. When you run PPC advertisements, you will be charged for each click that leads to your website via that channel. However, if your website achieves a natural search engine ranking, this traffic is virtually free (at least in terms of a cost-per-click). Of course, ranking a website on the SERPs requires investment in skills and resources. If you are able to rank your website at the top of the search engines, you will benefit from a steady stream of traffic that will not incur click fees and will continue even when ads are off. You’ll get 24/7 visibility if you rank organically. However, it’s worth noting that organic search accounts for an average of 53% of total site traffic. If you disregard SEO, your competitors will benefit from this traffic. The majority of businesses cannot afford to overlook the importance of SEO. Whatever type of business you run, whether you’re a small local operation, sell online, or operate on a worldwide scale, you need to pay close attention to your SEO strategy.