SEO is important for your online business

Hubby's friend accidentally stumbled onto my site after running a search for a few keywords related to his business. He cannot understand why when people search for those terms, his site never appears at the top of the search engines. Well, first of all, his site isnt optimized for any of the keywords related to his line of business. He doesnt know what seo is nor does he believe in paying someone to do that for him. I bet he's never heard of companies that offer free seo services before. I'm so not going to tell him either. I'm going to pwn all his top keywords and make him mad instead.