Search Engine Optimization (SEO) is the practice of improving a website’s visibility and ranking on search engine results pages (SERPs) through both technical and creative strategies. The goal of SEO is to attract organic (non-paid) traffic by ensuring that a website appears higher in search results for relevant queries.
SEO is a cornerstone of digital marketing because higher visibility in search engines drives targeted traffic, improves brand credibility, and increases conversions without the ongoing costs of paid advertising. Effective SEO ensures that potential customers can find your business when they are actively searching for solutions you provide.
If a company sells eco-friendly office supplies, optimizing their website for keywords like “sustainable office products” or “eco-friendly stationery” increases the likelihood that users searching for these terms will discover their products.