SEO is the work of improving a website so it appears higher in unpaid search results for the searches its customers make.
SEO combines three areas: technical SEO (making sure search engines can crawl and index the site), on-page SEO (content, titles and structure that match what people search for) and off-page SEO (links and mentions that build trust).
Unlike ads, SEO traffic does not stop when a budget runs out, but results build over months rather than days. Progress is measured with impressions, clicks, rankings and — most importantly — leads and sales from organic search.
Technical SEO makes sure search engines can find, crawl, render and index a website’s pages without problems.
SEOOn-page SEO is optimising the content and HTML of individual pages so they match what searchers are looking for.
SEOOff-page SEO is everything done outside your own website to build its authority, mainly earning links and brand mentions.
SEOLocal SEO helps a business appear in map results and local searches such as “dentist near me” or “plumber in Toronto”.
