SEO/SEM is not a cost, but an investment. It’s an investment with a high return. Ranking your website for certain keywords on the top 3 spots of the first page of Google, where most clicks go, can provide a massive return on your modest investment into SEO. Your website is your ‘perfect employee,’ multitasking efficiently, tackling hundreds of prospects at once, and only limited by what you ask of it. SEO is not icing on the cake, rather it’s an important ingredient.