In the current environment, search engines are an essential audience.  While it’s widely understood that attracting the attention of the major search engines, is key to a website’s overall effectiveness, too often, Search Engine Optimization is viewed as a task that can be checked off of a list once completed. SEO needs to be viewed as an ongoing activity, with a consistent monitoring of metrics, along with a focus on learning and adjustments to strategy based on the intelligence hidden in the data.