SEO stands for search engine optimization and it’s the art of improving a website (in terms of its design, structure, navigation and content) so it’s more easily found within search engines like Google, Yahoo! and Bing. SEO is free or “organic” and is the opposite of paid or “sponsored links” that appear in search engine results. Why is SEO important? A website that is well-optimized appears in the first few pages of search engine results. This is crucial since studies show 92% of searchers only go as far as the first three page of results, or 30 listings on average (Source: Jupiter Media + iProspect: “Search Engine Behaviors”) for their keyword query. If you’re not on one of the first few pages of listings, you’re practically invisible. Also, where you show up equates to how relevant and authoritative your site is perceived to be by searchers.