Search engine optimization (SEO) is a process that increases a website’s visibility to search engine users. The goal is to increase visibility, therefore increasing website traffic/users. SEO focuses on unpaid results, also known as organic traffic.

We can distinguish two types of SEO:

• On-page – all the actions performed on the website itself such as keyword optimization, headlines or using structured data.
• Off-page – all activities outside the website, e.g., link building.