Search Engine Optimization (also known as SEO) is the practice of optimizing a website or page to help it appear in relevant organic search results (i.e. non-paid results). Organic search traffic is also the most targeted source of traffic because users are actively searching for products, services, or solutions to their needs.
SEO also includes a variety of strategies and tactics, and is not a one-size fits all approach for every site. Typically, SEO includes (but is not limited to) technical optimization at the code-level, optimizing pages for keyword relevance, or attracting backlinks through content marketing or other means. SEO represents a medium to long-term strategy and is proven to improve traffic, engagement, and lead generation.
There are a number of different types of SEO, including Onsite SEO, Offsite SEO, Mobile SEO, and Local SEO. And the main advantage of employing SEO tactics is that they help your business target users who are already one step down the conversion funnel, helping you reach the right audience at the right time.