Search engine optimization, or SEO, is the process of optimizing a website in relation to relevant, high traffic key phrases so that it achieves a higher search engine results page (SERP) ranking. In short, when potential clients enter these key phrases into major search engines such as Google, the website should appear front and centre on that first page of results.

A high SERP ranking essentially places a website in front of potential clients who are actively looking for the products and services that you offer. This has the potential to increase website traffic, your conversion rate and, therefore, leads and sales.