SEO is an abbreviation of Search Engine Optimization. This is the process of structuring a web page so that it is found, read, and indexed by search engines in the most effective manner possible. This makes your web site and its content attractive, relevant and visible to search engines and web searchers. Why is this important? Consider what it would be like if no one could easily find your place of business, or even your telephone number. Most businesses could not continue for long in such a situation. The same thing can happen with your web site if people cannot easily locate it. Traffic volume, if it existed at all, slows to a crawl. Potentially valuable customers never even know you are there. “Wait!” you say. “I had a web site created, and the address is included in all of our advertising. Why wouldn’t people be able to find it?” Certainly, existing customers or those who are already familiar with your company should be able to find your site without any great difficulty, but this may not be the case. Can you be sure that every potential customer has been reached by your advertising? What about the people who don’t read the magazines or newspapers where you chose to place advertisements?