Search Engine Optimization / SEO Terms Search Engine Optimization Search Engine Optimization (SEO) is the practice of improving a website’s visibility in organic (unpaid) search engine results. The goal of SEO is to attract more visitors by ensuring that your content appears higher in search rankings when users search for relevant topics or keywords. This involves a range of strategies and techniques, from optimizing on-page content and improving technical site health to building high-quality backlinks and enhancing user experience. SEO is often divided into three core areas. On-page SEO focuses on content and page-level elements such as title tags, headers, keyword placement and image alt text. Technical SEO addresses behind-the-scenes factors like website speed, mobile responsiveness, secure connections and crawlability. Off-page SEO includes external efforts like link building and online reputation management. All three work together to help search engines understand your site’s content and assess its value, authority and relevance for specific queries. Effective SEO is not about tricking search engines but about aligning your content with user intent and search engine best practices. High-ranking pages are usually those that are informative, trustworthy and easy to use. Unlike paid advertising, SEO builds long-term visibility and credibility, making it a cost-effective investment for most organizations. Success in SEO takes time, consistent effort and a willingness to adapt to algorithm changes and evolving user behaviours. When implemented thoughtfully, SEO helps connect your content with the people who are already looking for what you offer.