Search Engine Optimization.
It can help you. Hinder you. Confuse you. Break you.
...but it won't bully you... so that's good.
It's technical. It's about words and notes and letters and keyboard characters in the right place at the right time.
Depending on who you hire for SEO, it could be the most complex task you've ever hired out, or it could be just some tags and articles... and usually those two people are doing the same exact tasks.
There is a wide range of needs vs. vanity here and it really depends on what your goals are. If your goals are to show up in searches of people who locally could buy or book your business, then SEO is your friend, and you need to be nice to it. If your goal is a nationwide sales campaign, it will cost more. If your goal is balls to the wall, everyone needs to see you when they type in anything related to your industry... You'd better open your checkbook. Those aren't EASY tasks or HARD tasks, they're just time-consuming tasks and if you pay someone smart & ethical, it might not take super long, but you're going to offset the lack of hours with the years of skillset training advantage they have. It will not be cheap.
If you are not in an industry that is straightforward, then the SEO tools are going to require some knowledge to run also... and even that can be overwhelming for some.
So what happens? Websites get launched with names like "/team01-copy" and the SEO of your purpose gets lost in the shuffle.
If I can help you with a simple tip--- write more content about what you do everywhere, and link your website to it. Look up "Ask the Public" and you get three free searches a day. Ask that search engine (in your country) a question or topic about your industry, and write about three things that are popular on their keyword chart. It will help.
Guest blog or talk, and link back to your site. It will help.
Write keywords that make sense to your audience in terms of what they would type into their search bar to find you. IE, if you're looking for newwwwbies who don't wash their face yet, you shouldn't only write about the intricate epidermal benefits of double-cleansing.... not because they wouldn't benefit, but because when they type in "how do I look 20 years younger by tomorrow" - your tip might not align nor come up. Keywords only work if people are using them.
Just an FYI... if you need more, drop some fuel into the idea machine or schedule a consultation with Your Marketing Team at Facets of Hospitality.