Search engine optimization is the practice of setting up certain elements on your website to make it easier for search engines, like Google, to find and evaluate the information available. By doing so, you increase the likelihood that your website will rank high on search result pages. At its most basic, SEO optimization gives you the opportunity to reach your target audience as they are actively searching for information related to your products and services. Without it, you risk losing potential customers to your competitors simply because their website appears higher in search results than yours.