Significant traffic driver
Search engine marketing can attract a significant proportion of visitors to the site if companies are successful at implementing it.
Visitors are searching for particular products or services so will often have a high intent to purchase – they are qualified visitors.
Potentially low-cost visitors
There are no media costs for ad display or click-through. Costs arise solely from the optimisation process where agencies are paid to improve positions in the search results.
The search engine robots will crawl the hope page of popular sites daily, so new content is included relatively quickly for the most popular pages of a site (less for deep links).
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.