Think of SEO as a roadmap to your website. If users can’t find you, do you really exist? Optimizing SEO allows for users to find your site by helping search engines figure out what each page of your site is about and how it could be useful for visitors. You can optimize SEO by using keywords that are relevant to your business and that you rank well on. After all, if you’re optimizing for keywords that do nothing for you, you’re not going to move to the top of the search results.