SEO stands for Search Engine Optimization. SEO is the process associated with actions and mechanisms to help a website or content rank higher in online search.
The main difference between SEO and paid advertising is that SEO involves “organic” ranking, which means we don't pay to be in that space. Search engine optimization means highlighting content online and optimizing it so that search engines like Google will have it at the top of the page when someone searches for an associated term.
When it comes to broader SEO, there are two equally important paths: on-page SEO and off-page SEO.
On-page SEO is all about building content to improve your ranking. This means incorporating keywords into pages and content, writing high quality content regularly, ensuring that the meta tags and titles are keyword-rich and well-written, among other factors.
off-page is the optimization that takes place outside the site itself, such as the achievement of backlinks. This part of the equation involves building relationships and creating content that people want to share. While it takes effort, it is essential for SEO success.
It is a fundamental part of the digital marketing industry because people conduct millions of searches online daily, often with the commercial intent of finding information about products and services. Search is often the main source of digital traffic for brands and complements other marketing channels. Greater visibility and higher ranking in search results than the competition can thus have a material impact on the bottom line.
However, search results have evolved in recent years to provide users with more direct answers and information, more likely to keep them on the results page rather than direct them to other sites.
In short, marketing is the foundation of a holistic marketing ecosystem. By understanding what site users want, you can implement that knowledge in campaigns (paid and organic).