SEO stands for Search Engine Optimization, and like most other complex things, SEO is not just one thing; it is many, many things.
It is the increment of traffic to your site, it is improving your PageRank and it is putting your website's best foot forward in a way that grabs the attention of Search Engines and consequently, researchers.
If you had a store in your city that had the fabulous jewelry in the world but they do not advertise and are situated in a dark, nondescript and unfamiliar alley, would you go there? Probably not.
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You would not ordinarily go to that part of town anyway so how would you know about the store in the first place? They may have what you want but you have no way of finding them.
Believe it or not, it's the very same with your website on the internet, your business needs to be found! If you do not strive for visibility among thousands of other businesses just like yours, there is a very good chance that your website and your business might fade into oblivion.
A thriving, successful business stays that way by keeping the customers that they have happy and constantly working on winning new ones.
Despite what a lot of business owners may think, putting up a great website is simply not enough. In a world where the internet has become a huge virtual bazaar for people to trade, advertize, share knowledge and socialize, it is vitally important to be one of the most relevant and credible businesses in your niche.