Search engine optimization is of the ultimate importance. Because anybody can have a website, just having one does not mean the people will come. But that's not the case if you have a website that's great, one that stands out like a speck in the sand. You have the site, and now you need the traffic which is the hard part. There's more competition every day and it’s not going to go away. So unless you've got a very special product you will need SEO.
So talking about SEO the points to talk about are things like is the site easy to navigate? Google tests for user experience by emulating real users. It looks to see if the information it sees is relevant, does it have “negatives” such as pop-ups that cover the whole page, etc. Their emulation pretty much acts like a like a person navigating a website. You want to have search engine optimized user experiences and optimized technical SEO. We are experts in these specialties.