I would say, you create an interest in SEO/SEM - become aware of the various types of things you can do, then start experimenting with incremental changes to th

I would say, you create an interest in SEO/SEM - become aware of the various types of things you can do, then start experimenting with incremental changes to the site you're trying to improve. Some changes takes hours, some weeks, the results - similarly - will show in weeks or months. (i.e. getting back-links is extremely tough and time consuming and the results aren't immediate, but once you're in..you have a tremendous boost in rank improvement)