SEO stands for Search Engine Optimization, which is the practice of optimizing your website to improve its visibility and ranking on search engine result pages (SERPs). It is essential for your website because the majority of online experiences begin with a search engine. By optimizing your site, you can attract more organic traffic, increase brand visibility, and reach potential customers who are actively searching for products, services, or information related to your business.

Search engines use complex algorithms to determine the relevance and authority of web pages. SEO techniques involve on-page and off-page optimizations that make it easier for search engines to understand your content and its value. When your website is well-optimized, search engines are more likely to rank it higher on SERPs, leading to increased visibility and potential clicks.

SEO consists of several components, including:
Keyword research: Identifying relevant keywords and phrases that users use to search for your products or services.
On-page optimization: Optimizing your website’s content, titles, headings, and meta tags to align with target keywords.
Off-page optimization: Building high-quality backlinks from other reputable websites to improve your site’s authority.
Technical SEO: Ensuring your website has a sound technical foundation, such as fast loading times, mobile-friendliness, and secure HTTPS protocol.

Yes, SEO remains highly relevant, even with the growth of social media and paid advertising. While these other channels can be valuable for marketing, search engines continue to be the primary method people use to discover information online. Organic search traffic often brings higher quality leads and has a long-lasting impact compared to paid traffic, which stops when you stop paying for ads.