Remember that, in 99% of cases, people click on the top results on Google. This means that if you're not positioned there, your competitors will get all the attention and you'll miss out on valuable customers.
Search engine optimization (SEO) refers to optimizing your website and content to rank higher on search engines. When potential customers search for a service or product that you offer, SEO ensures you're their front-and-center option. It makes your website more visible, drives more traffic and gives you a chance to convert visitors into customers.
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