The goal of any business serious about SEO is for prospective customers to find them through search. The reason is simple: these leads are more qualified, and are already looking for what the business has to offer.
But SEO is a many-headed beast. There are just too many rules, guidelines and things to look out for. From off-page elements to on-page elements, covering all aspects of SEO can easily become a Herculean task, especially when dealing with large websites.