Well without spelling it out in too many words, it's simply marketing for your shop. With a high street store you need to have people either walk past your shop front, or you have to reach them through other mediums, like TV, radio or print.
With a website it's not quite the same, as potential customers cannot stumble across your site without it being around in the search engines. SEO helps your site become visible to people searching for phrases related to your industry (we will look at 'Keywords / Key Phrases' later).
So unless you want to pay a fortune on Adwords and Pay Per Click on the main search engines, then it's time to take SEO seriously...
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