Search engine optimization (SEO) is the effort to modify a website or web page so that it will appear on the first page of results from search engines such as Google and Bing. Why would a law firm want to perform SEO on its website? For the same reason that a car mechanic in the days of the Yellow Pages might have named his shop “AAA Auto Repair”: to be listed first.
SEO is not complicated. It relies on common sense and simplicity. You do not need to know programming, search algorithms, or taxonomy—you only need a basic understanding of how a search engine works.