SEO stands for “search engine optimisation”. It’s an ongoing process that grows web traffic from the organic search results (sometimes also called free or natural) on search engines such as Google and Bing.
When someone types a keyword search into a major search engines they show organic search results that the search engine algorithm considers most relevant to that keyword.
These comprise web page links, social media updates and other content such as videos, local map listings shopping results and other paid listings such as Google Ads.
The order they appear or ranking is based on what the search engine algorithm considers most relevant to the user’s search. Payment isn’t involved, unlike pay per click (PPC) search ads.
The order of the results (which web page ranks above or below another) is a subject of much debate, rumour and myth but key factors that influence it are the following: