Search Engine Optimization (SEO)
Search engine optimization (SEO) is the practice of improving a website's content, structure and reputation so its pages rank higher in unpaid search engine results for relevant searches.
Also called: SEO
Why it matters
Search is where many buyers start when they have a problem to solve or a vendor to compare. SEO helps a company show up for those searches without paying for each click. Over time, pages that rank well keep bringing in visitors, which makes SEO a durable source of demand alongside paid media and outbound.
SEO is usually split into three parts. Technical SEO makes pages fast, crawlable and indexable. On-page SEO matches content to what searchers want, with clear titles, headings and answers. Off-page SEO builds authority through backlinks and mentions. Generative engine optimization extends the same work to AI search tools that write answers instead of listing links.
Example
A company selling fleet tracking software finds that its product pages load slowly and its guides target phrases nobody searches. It fixes page speed, rewrites three guides around real buyer questions, adds internal links from those guides to the product pages, and earns links from two industry publications. Rankings for its target phrases improve over the following months.
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