Let’s say I moved to a new city, and I want to find a great, independently-owned coffee shop. My first stop is likely Google or another search engine. I’ll see several suggestions based on my location, but why do some java joints rank higher than others? Well, that’s all a part of SEO.

The coffee shops higher on the list may have better site structure, making it easier for search engine bots to crawl and categorize their pages. Or perhaps they’re targeting the right keywords, like “specialty lattes” or “locally owned.”