If you run a small business and have a web site you may think that all this stuff about rankings and SEO does not apply to you. The reality is that everyone who has a web site and would like traffic to that site needs to know the basics or else it's a bit like opening a fast food joint in the middle of a desert. You may well have the best-looking site, but if no one manages to find you, unless specifically directed to the location, then it's a complete waste.