And second, the web structure and underlying layout that supports your visual design, and more importantly, allows your Internet visitors to find you, via search engines. Your visual element is what makes your Internet presence unique, it is what conveys the image you are attempting to communicate to your current and future clients. You don't want to build a Corvette and then place it on a Yugo body. Once you have created your site, you need a method to communicate what you do and where you are. This is where search engines come into play.
Search engines are the yellow pages of the Internet.
The great news is that the search engines are FREE to list your web page and they are FREE for the Internet viewers to use. That is two and a half-new domains every minute, every day, competing against your site. As you may conclude, achieving and retaining a highly ranked site is going get a bit more difficult. All pages are not equal. If you do not optimize your site, you have that beautiful Corvette sitting there without any gas, or worse yet, putting diesel fuel into a gas system.