If your business depends on people finding your website, you know SEO matters. But you might not realize how much. Consider this: according to Google, 91% of searchers don’t go past the first page of search results. And most people skip the paid search results. That gives you a very narrow window. And that means you need to do two things. First, focus more energy on organic search — helping people find your site because the content is so relevant to what they’re looking for. Second, if you’re using paid search, don’t cast a wide net; get more specific to pull in your highest value prospects.