The document discusses the importance of search engine optimization (SEO) for websites. It defines SEO as improving the visibility of a website in organic search results. SEO is important because most people find websites by searching online rather than directly entering URLs. Implementing SEO such as on-page optimization of content and keywords, off-page activities like link building, and ongoing maintenance can help websites rank higher in search results to attract more visitors and customers. The document provides an overview of common SEO activities and metrics to track their effectiveness. It also explains that continuous SEO efforts are needed to maintain rankings amidst competition and algorithm changes.