Search engine optimization efforts do not stop after work hours. Content does not disappear after a budget runs out, such as with paid advertising. Rankings achieved through SEO promote your website 24/7, taking absolute advantage of the (at least) 60,000 Google searches occurring every second. Once more, SEO is unique because it allows your company to reach users while they’re searching for you – not on a billboard spotted on the way out of town. SEO is not only for organizations with a single target audience. Search engine optimization is equally effective for companies targeting various audiences, perhaps with the same service. For example, a pool installation company may service homeowners and commercial customers, two separate audiences. SEO allows organizations to reach each audience via intent-driven keyword research. To reach both audiences, separate service pages could be created, one targeting the keyword phrase “residential pool installation services” and the other targeting “commercial pool installation services."

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