Search Engine Optimization (SEO)
SEO is search engine optimization and comprises techniques to help your website rank higher in search engine results pages (SERPs).
When people use search engines like Google and Bing, your (non-ad) entry shows up higher and sooner with good SEO. Your website is therefore much more visible, resulting in more traffic and hopefully sales, providing conversion techniques have been deployed appropriately.
SEO is the long term horizon cousin of paid digital advertising. Sometimes referred to as organic search, a SEO optimized page will show up high in the rankings. It can take months to get results but the results are longer lasting than PPC.
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