According to Adweek.com, 81% of purchases begin with an online search. That means the higher your site ranks in relevant searches; the more likely customers will choose your business over a lower-ranking competitor. SEO (Search Engine Optimization) is the work that goes into your website to help you rank higher when customers search for your product or service categories online. Long story short, if your site is optimized correctly, you’ll get more visitors. And that means more potential customers and more income.