We published a post from Lee Odden today dealing with the customer service benefits that can come with good SEO.
Lee talks about how many people use the major search engines as a means of navigation for sites from which they are trying to acquire information rather than using the site's own search function or navigation set-up.
Why do we do this? Because as Lee says, "most on-site search functions are horrible". I can't say that I disagree with him.
Lee makes this point to illustrate how SEO can improve customer service.
If you optimize your site to rank well for what your customers are looking for, it will lead to them finding the information that you want them to see as opposed to say some random blogger talking about your company in either a positive or negative way, not to mention make it easier for your customers or would-be customers to find what they were looking for and potentially buy what you're selling.
What comes up when you search for information on your product?
If you were a potential customer, would you easily find what you were looking for?