Search engine optimization is the practice of increasing the number of visitors to a website or a portion (or all) of a website's content by ensuring that it appears on search engine result pages. Search engine optimization is essential for every business, as it is one of the most effective ways to ensure customers find your company's information. Search engines want their users to know about everything on the web and are often more likely to show someone who has already been introduced through prior research an advertisement from your company than one from another. Because targeted advertisements are paid for on behalf of companies, they can be expensive options that require time, planning, and effort. The best way to prepare for your marketing efforts is by learning search engine optimization basics before investing in advertising.