search engine optimization
The practice of improving a website so that search engines can find it and show it prominently for relevant searches.
Definition
Search engine optimization, or SEO, covers technical health, content quality, site structure and external signals. The goal is to attract relevant visitors without paying per click. It involves understanding what people search for, creating pages that answer their needs, making sure the site can be crawled and loaded quickly, and earning links from reputable sites. Search engines change their systems often and publish guidelines, so sustainable practice follows those guidelines and focuses on users. Treat it as ongoing maintenance rather than a one-time project, because content ages, competitors move and search systems change.
In a sentence
SEO improved after the team consolidated duplicate pages.
Good SEO starts with understanding what people actually search for.
