The key benefit of integrating SEO into your marketing plan is to increase natural targeted traffic to your website. This is done by optimising your site for the keywords you want to be listed for, for example, you want to be number one on Google for the key phrase "widgets", then you would optimise your site or page around this term. As SEO offers a great return on investment, it is often considered to be more beneficial in the long term than any other form of marketing.