SEO is a tool you can use to improve your online presence to gain more exposure, increase user traffic, and gain conversions. The process of SEO consists of using keywords that the search engines recognize when someone runs a search seeking results that match their query. SEO is also handy for grabbing the attention of clients in your particular geographic location.
Your website should be well-rounded with good information, informative blog posts, helpful product descriptions (if an eCommerce site), backlinks, and photos with keyword labels.