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Search Engine Optimization (SEO)
Search engine optimization (SEO) is the practice of improving a website so it ranks higher in organic, unpaid search results and attracts more relevant visitors.
What is search engine optimization (SEO)?
Search engine optimization (SEO) is the practice of improving a website so that it ranks higher in the organic, unpaid results of search engines such as Google or Bing. Better rankings bring more relevant visitors without paying for each click, which makes SEO one of the most cost-efficient long-term marketing channels.
SEO is usually split into three areas:
- Technical SEO: Making sure search engines can crawl, render and index the site – for example through a clean site structure, an XML sitemap, fast loading times and correct canonical tags.
- On-page SEO: Creating content that answers the search intent behind relevant keywords, and optimizing titles, headings and internal links.
- Off-page SEO: Building authority and trust, mainly through high-quality backlinks from other websites.
For companies operating in several countries, global SEO adds another layer: choosing the right domain structure, implementing hreflang tags, localizing content and optimizing for the search engines that dominate each market.