Organic search is often the primary source for a website’s traffic. When a potential customer needs a service or product in our current digital age, they usually begin by searching online. When they do this, search engines scour the internet for specific keywords and phrases in web pages, PDFs, images, etc., to determine which content is most relevant given the search. They then organize this content and provide it to the internet user in order of how well it matches their search; a term referred to as “ranking.” Understanding what SEO is and how it functions is imperative to connecting with your target audience online and offering them your solution to their needs. It requires understanding what people are searching for, the words they’re using to search for it, and the type of content that will be most relevant to them. By optimizing your website and content for SEO, your business will create a better user experience, build trust and credibility, improve engagement, and ultimately increase traffic and conversions.