Websites can be designed so that search engines rank them higher for relevant queries. Search engine optimization, or SEO, is that practice. It includes technical improvements that help search engines crawl and index pages, content that matches what users are looking for, and signals of authority and relevance such as links from other trusted sites.

SEO is a long-term discipline. Results accumulate over months rather than days. Algorithms change, so practices that once worked can become ineffective or even harmful. White-hat methods that focus on genuine usefulness to users tend to be more durable than manipulative shortcuts.

Successful SEO requires collaboration between content creators, developers, and marketers. Measurement focuses on organic traffic, rankings for target keywords, and the conversions that organic visitors produce. When done well, SEO delivers a steady stream of qualified visitors at a lower marginal cost than paid channels. It remains one of the highest-leverage activities in digital marketing.