SEO (Search Engine Optimization)
What is SEO?
SEO (Search Engine Optimization) is the process of improving a website's visibility in organic (unpaid) search results on Google and other search engines. SEO encompasses both technical aspects of a website and content quality, as well as building domain authority across the web.
The goal of SEO is to attract as much search engine traffic as possible by ranking high for keywords that potential customers are searching for. Unlike paid advertising campaigns (CPC), organic traffic does not require direct payment for each click, making SEO one of the most cost-effective marketing channels in the long run.
Three pillars of SEO
SEO is built on three main areas, each playing a significant role in building visibility:
Technical SEO
Technical SEO ensures that search engines can properly index and understand a website. Key elements include:
- Page loading speed and Core Web Vitals
- Responsiveness on mobile devices
- Proper structure of robots.txt and sitemap files
- Implementation of HTTPS and SSL certificate
- Structured data that help search engines interpret content
- Proper management of canonical URLs and 301 redirects
- Optimization of crawlability, i.e., the ability of bots to navigate the site
On-page SEO
On-page SEO covers everything directly on the page. It is the foundation that every strategy should start with:
- Keyword research and selection, including long-tail keywords
- Optimization of meta tags — titles and descriptions visible in SERP
- Creating valuable, unique content aligned with E-E-A-T guidelines
- Proper heading hierarchy (H1–H6) and descriptive alt text for images
- Internal linking with appropriate anchor texts
- Avoiding duplicate content
Off-page SEO
Off-page SEO includes activities outside the website that build its authority and credibility:
- Link building — acquiring valuable backlinks from external sites
- Building Domain Rating and topical authority
- Mentions in industry media and presence in directories
- Social media activity and building an online brand
Key ranking factors
Google uses hundreds of factors to determine page positions. The most important ones include:
- Content quality and relevance — answering the user's search intent
- Backlinks — the number and quality of links pointing to the page
- User experience — Core Web Vitals, mobile-friendliness, security
- E-E-A-T — experience, expertise, authoritativeness, and trustworthiness of the author and site
- Technical optimization — speed, indexability, structured data
Why is SEO important?
Over 90% of online experiences begin with a search engine. Pages in the first Google position receive on average 27% of all clicks, and CTR drops drastically at the second and third positions. For B2B and e-commerce businesses, SEO is a strategic customer acquisition channel.
SEO stands out from other marketing channels in several ways:
- Long-lasting results — a well-optimized page generates traffic for months and years
- Lower acquisition cost — compared to CPC ads, the cost per lead from SEO is typically lower in the long run
- Higher credibility — users trust organic results more than ads
- Scalability — every new article or landing page is an additional entry point to the sales funnel
SEO tools
For effective SEO activities, it is worth using the following tools:
- Google Search Console — free data on website visibility in Google
- Google Analytics — traffic and conversion analysis
- Ahrefs / Semrush — keyword research, backlink analysis, competitor monitoring
- Screaming Frog — technical site audit
- PageSpeed Insights — performance and Core Web Vitals measurement
How to get started with SEO?
If you are just starting your SEO journey, check out our complete SEO basics guide and focus on the following steps:
- Technical audit — ensure the site is properly indexed and fast
- Keyword research — identify the keywords you want to be visible for
- Optimize existing content — improve meta tags, headings, and article structure
- Create new content — regularly publish valuable materials as part of content marketing
- Link building — systematically build your inbound link profile
- Monitor results — track positions, traffic, and conversions
SEO vs GEO
Traditional SEO focuses on Google rankings. A newer approach is GEO (Generative Engine Optimization) — optimization for AI engines (ChatGPT, Gemini, Perplexity) that increasingly answer user questions directly, without the need to visit websites. It is worth building a strategy that combines both approaches — optimization for traditional search results and for AI Overviews and generative answers. A key role here is played by content citability, i.e., its usefulness as a source for AI models.