The way your pages appear to the automated “spider” software that search engines use to “crawl” links between web pages and create search indexes has become the most important factor in whether users will find the information you publish on the web. Search engine optimization isn’t difficult and will make your site better structured and more accessible. If your site uses proper html structural markup, you’ve already done 80–90 percent of the work to make your site as visible as possible to search engines.