SEO is the long term process of optimizing a website so it has greater visibility to its intended audience in the search engines.
No matter how great your website is, if it can’t be found, you won’t get any results. Even if you do get some traffic, is it qualified? How much of your traffic is coming from your target audience? That is, people interested in and capable of doing business with you?
The first 3 listings in search results receive 50% to 75% of all clicks. After that, your chances of getting clicked drop to about 1% to 2%. The websites ranking high in search results are employing some sort of an SEO strategy.
SEO is a necessary part of doing business in the modern world. And it’s highly specialized and tactful, changing as often as technology itself. Could you do it yourself? You could, but your time is probably better spent on your strengths. And by the time you’ve mastered today’s SEO best practices, they will change. It takes a dedicated SEO specialist to keep up (we make ours have 5 CEU hours per week).