SEO is effective if you have the right strategy in place and work with a partner that knows how to get real business results (sales, new customers growth), not just vanity KPIs uplift (such as CTR, keyword ranking). For maximum efficiency, brands should take a holistic approach, by complementing SEO efforts with other marketing initiatives (CRO, paid promotion). Focusing on driving traffic isn't enough, you should also have a strategy in place to monetize that traffic, by creating cohesive relevant customer experiences.