This document discusses the benefits of search engine optimization (SEO) for revenue and traffic growth. It defines SEO as improving the volume and quality of traffic from organic search results for targeted keywords. Key factors that impact organic search rankings are content relevance, internal link structure, link popularity, and optimized code. SEO provides a high return on investment through free traffic from users who trust organic search results more. The document recommends combining SEO with other online marketing channels for better results.