There are many reasons companies invest in Search Engine Optimization ranging from a desire to attract new customers through online marketing channels to diversifying customer acquisition to ego. That’s right, ego. Not every marketer makes SEO investment decisions based on pulling in prospects and customers to brand content for engagement and conversions.
Often times, brands think of themselves as the leader in their category and therefore think their website should top Google’s list for queries on generic industry terms. The trouble is, leading an industry offline isn’t the same thing as being the BEST answer for a search query online. Chasing after such terms is very much driven by ego and not unlike a fairy tale of chasing after unicorns where there’s an expectation that being #1 on a single word will magically solve their problems.