Search engine optimisation (SEO) is a critical component of any digital marketing strategy. It involves optimising a website to rank higher in search engine results pages (SERPs) for relevant keywords and phrases. By appearing higher in the search engines, businesses can attract more organic traffic to their websites, which can lead to more leads and sales. SEO marketing involves a wide variety of tasks focussed on both on-page optimization and off-page optimization. Digital marketing and SEO go hand in hand, with paid marketing complementing the organic efforts.