How Avenue Found Success With Nonbranded Search Traffic

What's more, organic search generates intent. "It allows you to attract buyers before they've finalized their business decisions," Daly said. "It helps searchers determine what they need and from which supplier to buy from."

However, Avenue has found out that SEO isn't perfect.

"For starters, it isn't free," Daly said. "Best practices are great, but SEO projects using consultants, in-house experts or an agency are expensive, and it's difficult to tie results back to the spend and resources required."