You’ve heard all about SEO, probably multiple times right? If you don’t know exactly what it is, chances are you’ve at least heard the acronym somewhere.

But what is it, and why is it apparently so crucial? Well, here it is in a nutshell:

SEO, or Search Engine Optimization, is the work that goes into making your website visible to search engines. It’s a way to make your business visible to consumers who are actively looking for your product/service. So as a business owner, why would you NOT want to employ this strategy? Is there a reason you would not want to be found by potential customers? Aside from sheer lunacy, probably not.

The big key here, are the keywords and search terms that people input into Google. Of course if you search for specific names like “Acme Plumbing” you’ll find it in the search. But if a potential customer does not know the business name, but DOES know the service, that’s where they’d want to be found. If I’m the owner of Acme Plumbing, I want to be visible when someone searches for “Plumbers Near Me” or “Plumbing Companies In (town name).” It’s those generic searches where it’s paramount to have a strong presence. With the vast majority of clicks coming from the organic (the first few listings under the map) search results, it’s simply where you want to be.

So to put this nutshell in another nutshell: SEO should not be viewed as part of an advertising or marketing budget, rather it should be considered a business expense. It’s that important. Better online presence = more website traffic = more calls = more customers = more sales = business is happy.

Kevin is a Digital Marketing Specialist with a Chicago-area agency. Twitter: ktredbirds Web: