SEO, meaning Search Engine Optimization, is not a new concept but is extremely important because its purpose is to place a website in the first results after a search. The basic Chicago SEO rules are to often use targeted keywords in pages, add complete meta description, update content often, and link to other relevant content. This is important for both owner and visitor. The owner gets the traffic he wants by having good optimization. For the visitor, they easily find the content or product they were searching for. As more and more sites begin to implement SEO, there will be a greater focus on increasingly unique and relevant content, which is a great win for users.