Search engines — like Google and Bing — use bots to crawl websites and collect information about the content displayed there. They use the data from your website to decide how connected your content is to what people are searching for. In other words, your website is like one book in a massive library. If your website is organized and optimized for search, the librarians (bots) will have a much easier time finding your book (website) when someone searches for the services you offer. That’s when your website ranks higher on the search engine!