The short answer is, because search engines are the gateway to paying customers.

Aside from the glaring fact that 93% of online experiences begin with a search engine and there are over two billion people online (that’s roughly 40% of the world’s population). The reality is, a majority of your customer base is hanging out online.

More to the point, I’ll answer that question with another question. Have you ever gotten lost in the woods?

Now, if you haven’t, consider yourself lucky. But if you have, you know the only thing in the world you want (aside from a cheeseburger) is to be found.

Picture yourself alone in the woods. Completely alone and lost. When it happens, you start doing everything in your power to make sure someone finds you.

You put on any bright clothing you have.

You waive your arms and shout at anything that even remotely resembles a human being.

You start trying to build a fire to make smoke signals.

You pull out something reflective from your bag to flash at airplanes.

You start building large man-made structures (AKA ducks) to attract attention.

You locate the highest point possible or try to find open space so you can be spotted.

The point is, you fight to be found.

You fight because your very life depends on it.

But it’s only when you’re in that kind of extreme situation that you fight. You’re trying to get someone—anyone’s—attention.

Attention is currency. Especially online.

Now, instead of you alone in the woods picture that it’s your business or your blog that’s trying to be found online. Your one job as a listing on the first page is to grab someone’s attention, hook them on your story, and sell to them.

The search engine results page (SERP) is your wilderness.

The simple fact is that search engines process questions posed by real people (who have real money too!). Google processes over 3.5 billion searches every day.

It’s time to realize what it takes to be found online. And the fight is already at your doorstep. Between Google’s Mobile First index initiative and smart, connected devices everywhere, getting found is only the beginning of surviving in the digital age.