The consensus around SEO is viewing it as another marketing tool and strategy. However, this view is thoroughly incorrect; SEO’s function and impact go far beyond mere marketing.  Okay so before I explain the vast functions of SEO, let’s go over what is and entails.  What is SEO? Search Engine Optimization (SEO) is the process and practices that aim to increase a specific webpage and/or website’s presence and exposure within internet search engines.  As you may be aware, the most popular search engine in the world is Google. Therefore a considerable number of services and literature around SEO revolve specifically around Google.  SEO as a marketing strategy  In the modern age, our first source of information online is Google/search engines. Hence, it is not a surprise that plenty of marketing campaigns are based on search marketing.  First of all, It is important to distinguish between SEO and SMO (social media optimization).  Secondly, for the sake of clarity, this article will primarily focus on SEO and the role of search engines.  SEO enables businesses to gain exposure to local and international audiences, using a range of metrics in doing so.  SEO | brand identity and reputational factor What others say about a business is important, unless you are dealing with an organized smear campaign.  Note that in the heading I used the word “identity”. SEO is closely aligned with the “identity” factor both in an individual and corporate context.  As I stated before, the main method through which we obtain information about a person or company is by Google/search engines.  What appears about you and your business online is the first “picture” that portrays your individual and/or corporate identity.  SEO demonstrates competence  In line with the previous point about brand identity, SEO reveals more than elementary information about an entity.  For instance, say you are looking for a specific service and/or product.  Most individuals do not look beyond page 1 of Google’s search results. Why? You can partly blame it on laziness. However, I argue that it’s the principle of ‘trust” involved in this scenario. When an individual or company has a strong SEO presence, it (correctly) creates an indirect reflection of its competence.  SEO is integral to inbound marketing I recently wrote an article highlighting the importance of inbound marketing.  To keep it brief, I argued that today’s world is hyper-competitive, and therefore you require innovative approaches to marketing. As such, inbound marketing and specifically industry/subject knowledge is an efficient activity within the inbound marketing domain.  SEO is the bridge between thought leadership and prospects becoming aware of the thought leader. If you need help with SEO,  content writing, or online reputation management, get in touch with me today.  About | My name is Sohrab Vazir. I’m a UK-based entrepreneur and business consultant. At the age of 22, and while I was an international student (graduate), I started my own Property Technology (PropTech) business, StudyFlats. As a solo founder, I grew my business to 30+ UK cities, with a global client base across 100+ countries. Following the Pandemic killing my precious work/business, I now transfer my knowledge to other entrepreneurs.