Loyalty to a brand drives business. You don’t want to be a churn and burn company. No, you want to develop loyalty amongst your customers. You want to do this because ultimately it means that customers are more likely to choose you over competitors because they feel that they get more value from your brand as a whole, often regardless of price.
It may seem that search optimisation is all technical and no creative, but that’s not exactly true. User experience is a big part of being successful within the search results and with that design and navigation play a significant role.