SEO stands for “Search Engine Optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. Great content encourages people to link to your pages and shows search engines your pages are interesting and authoritative. This leads to search engine success because search engines want to show interesting and authoritative pages in their search results. Search engines will promote authoritative pages to the top of their respective rankings to encourage useful and meaningful content. This content people find useful is then shared in blogs, Twitter feeds, etc. Search engines pick up on these authoritative pages and slowly promote them further up the rankings. Unfortunately or fortunately some might say SEO has become more complex than it used to be especially with the changes in search engine algorithms and simply the way that consumers are consuming information. What this means for your business is that you have a better chance to rank higher in the key areas where your business matters because you are writing meaningful and interesting content. With these changes buyer personas are becoming a big piece in the puzzle to figuring out what keywords should be used, what type of content your ideal customer searches for and how they will find your business.