What is SEO? Why is it important? The Internet has profoundly transformed the way people learn about and shop for products. Ten years ago, companies reached their consumers through trade shows, print advertising, and other traditional marketing methods. Today, consumers start their shopping experience by looking on the Internet, particularly in the search engines. In order to remain competitive, businesses' websites need to be found online by the consumers already searching for the products and services that they sell. SEO is not rocket science or black magic - this session will cover all the basics you need to know to optimize your website yourself and what to look for when hiring an SEO consultant.