This document discusses what SEO is and is not. It states that SEO is about content, readers, and quality rather than keywords, search engines, and quantity. The goal is long-term results rather than short-term rankings. It provides content that is valuable, engaging, and memorable to users in order to build the brand and encourage return visits. The content is optimized based on research to lower bounce rates, improve trust, increase time on site and page views, and gain unaccounted referral traffic. This makes the site less vulnerable to algorithm updates while building a robust, scalable, and sustainable foundation for SEO and business growth.