Search Engine Optimisation — improving a website's visibility in organic search results.
Search Engine Optimisation (SEO) is the practice of improving a website's technical structure, content quality, and authority to rank higher in unpaid ("organic") search engine results pages (SERPs). SEO encompasses on-page factors (keywords, headings, meta tags), technical factors (site speed, crawlability, structured data), and off-page factors (backlinks, brand mentions).
Organic search is the largest single traffic source for most websites. Ranking well in Google means free, compounding traffic that doesn't stop when your ad budget does. In 2026, SEO is especially important as Google processes over 8 billion queries per day.
A SaaS company targeting "project management software" optimises its homepage with relevant keywords, earns backlinks from reputable tech blogs, and improves page speed — resulting in a first-page ranking that drives thousands of monthly visitors.
Most SEO efforts take 3–6 months to show measurable results, and 6–12 months to reach full impact. Competitive niches may take longer.
Organic rankings don't require paying per click, but SEO requires investment in content creation, tools, and sometimes agency expertise.
SERP
Search Engine Results Page — the page Google (or any search engine) returns in response to a query.
Backlinks
Hyperlinks from external websites pointing to your site — a key SEO ranking signal.
Domain Authority
A third-party score (1–100) predicting how likely a domain is to rank in search engines.
Keyword Difficulty
A score estimating how hard it is to rank for a specific keyword in organic search.
Organic Traffic
Website visitors who arrive via unpaid search engine results.
CTR
Click-Through Rate — the percentage of people who click on a link after seeing it.