SEO is the practice of improving a website so it ranks higher in unpaid (organic) search results, bringing more relevant visitors without paying for each click.
SEO covers three broad areas: technical (a fast, crawlable, well-structured site), on-page content (pages that genuinely answer what people search for), and authority (other reputable sites linking to yours). Unlike paid ads, the traffic keeps coming after the work is done.
It is a long game — results build over months, not days — but it compounds, and organic visitors typically convert well because they arrived looking for exactly what you offer.
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