This document discusses the importance of search engine optimization (SEO) for local businesses and provides an overview of key SEO concepts. It defines SEO as optimizing website content and code to achieve the highest search rankings. Off-page SEO, specifically backlinks, are described as the equivalent of road signs that help direct traffic to a site. The document emphasizes that links containing targeted keywords are most valuable and that thoroughly reviewing competitors is essential to identifying weaknesses and strengths to build a winning SEO strategy. Maintaining SEO efforts is also important to sustain rankings over time.