Common reactions to the words, Search Engine Optimization, could be a stare, yawn, or obvious glazing over.  What is it? Should I care about it - is it important? What work is involved? How do I get started?  I think one reason for these reactions is there are many activities performed that collectively make up an SEO program - most of which are generally unknown to business owners, and therefore unassigned to anyone.  Another reason is that a good amount of companies don’t know SEO is even “a thing.”