how do you explain SEO to a commoner? I am looking for a "script" type answer, something that I can always use. I usually say: "you know when someone searches on Google for a service? Let's say they search for 'home inspector'. the home inspector that's the first result gets the most customers. I help websites reach that top spot" but somehow I dont like this answer. Can you give me a couple of short sentences that I could use?