By optimising a web site or map location it is possible to appear on the first page of the results returned. Apart from the sponsored (paid) links at the top of the page which only claim about 1-3% of the clicks-thru’s this is the optimum place to advertise your business since all of the traffic that your website will receive is all targeted traffic. By targeted traffic I mean that the end user found you because they want something from you. They are either looking for help with something or they are a potential customer.
Search Engine Optimisation or SEO as it is known is the process of optimising a web presence to achieve the highest possible position in the SERP’s (Search Engine Results Pages) the pages which are returned when a user searches for a specific keyword term using one of the many search engines out there. The most notable of which is Google.