One of the biggest advantages of SEO is that it targets free results in search engines. Unlike PPC or paid search, which involves website owners getting involved in a bid with competitors and paying to get their results shown in search engines, organic results coming from SEO are free and entirely based on the quality of the content as well as how this content answers user’s search intent. However, this doesn’t mean that SEO is completely free. As any other marketing channels, it requires investments. This can include investments towards an SEO consultant, an agency or an in-house team as well as tools and tech stack, development resources, copywriters and content creators among others.