During the time I have spent working in this industry, I have heard several different theories about Search Engine Optimization and the way Google feels about it. Many have said that it is just spam and many say Google loves it. The truth is, Search Engine Optimization could serve many purposes that not only are not spam, but also provide great results to most clients. The main purpose of Search Engine Optimization is to provide websites the exposure they long for, by making them searchable and readable, not only to the search engine robots, but also to anybody that finds the website. Unfortunately, people normally hear about the bad aspects or news of this industry and the companies that are actually doing legitimate work and delivering results to their clients, normally get lost in the background of the bad feedback. Search Engine Optimization targets website optimization by making sure the structural issues that would normally turn search engines away, are fixed and the “on-page” work is done properly in order to make it attractive to said engines. This can include video marketing or even redesigning the website. Sure, there are many companies out there, who take people’s money after promising them the world and it does not take too long to realize, that results are not being delivered. Now, keep in mind that Search Engine Optimization is a long-term investment and you will not see your rankings shoot through the roof overnight. But a legitimate company will walk you through the process, step-by-step so you can watch the progress all along. Once your rankings have reached the desired positions, then the website becomes your sales man. That is why it is very important that the site is optimized, in order to cause the bounce rate to decrease and the conversion rate to increase. If you think this is a biased opinion from a local SEO stand point, watch this video and listen to Matt Cuts of Google talk about why SEO is important for the web.