SEO stands for “search engine optimization.” It means the process of improving your website to build its visibility when individuals search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing clients to your business.

In Google and other search engines, the results page frequently includes paid promotions at the top of the page, followed by the standard results or what search marketers call the “organic search results”. Traffic that comes via SEO is often referred to as “organic search traffic” to separate it from traffic that comes through paid search. Paid search is often referred to as search engine marketing (SEM) or pay-per-click (PPC).