Andrew Masanto, one of the founders of Higher Click, in his lecture to students of Harvard Business School explains in detail how a search engine works and what any company looking to get noticed on the web should do. Most people click on the organic search results compared to the paid ones, and this is a point of leverage for businesses and websites looking for user or customer traffic.
Andrew suggests three SEO activities that can help build traffic to the website – guest blogging, expanding presence on social media and partnerships with other websites. Andrew goes on to quote an instance of how just one article with a link to their website behind an anchor text, not only increased incoming traffic, but also placed them on the first position of Google search for an important key term.
While analyzing a case of a client, he explains the prerequisites and benefits of SEO for businesses.
Masanto, finally states that every business needs high quality and relevant content and wisely chosen keywords to build back links and gain traffic.
New and emerging businesses/websites can hire an SEO writer who can create content that is searchable and has the potential to go viral.