By enhancing the structure and content of your website, you make it easier for search engines to collect data from your site, and you make your site as enticing to the search engine algorithm as possible, which helps you to achieve a higher ranking. The potential of SEO is incredible, but it is a rather complex field, that can evolve rapidly as the likes of Google, Microsoft Bing, Yahoo, Baidu, Duckduckgo etc update their algorithms.