In One Sentence
SEO (Search Engine Optimization) is the umbrella term for tactics that get your site to rank high in the results of search engines such as Google and Bing.
What does this look like in practice?
For example, when a user searches "Tokyo delicious ramen" on Google, SEO is about getting your site to appear in the top 10 listings on the first results page.
The higher you rank, the more likely you are to be clicked (roughly 30% click-through for #1, around 2% for #10), driving more traffic to your site.
Why it matters
- Search-driven traffic is the most stable marketing channel: Unlike ads, the effect continues over time
- It captures explicit demand: Anyone searching is already in "looking for it" mode
- Boosts brand trust: Ranking high signals trustworthiness
Difference from and relationship with GEO
In recent years, GEO (Generative Engine Optimization) has emerged as a separate axis alongside SEO.
| Aspect | SEO | GEO |
|---|---|---|
| Goal | #1 in search rankings | Cited in AI answers |
| Target engines | Google / Bing | Claude / ChatGPT / Gemini |
| Main tactics | Link acquisition, content quality | Structured data, llms.txt, first-party info |
An important caveat: sites that rank highly in SEO are not automatically cited by AI. The two move on different metrics, and the right approach is to run them in parallel.
Core SEO tactics
- Keyword optimization: Content aligned with the keywords people actually search
- Backlink acquisition: Links from trusted sites
- On-page SEO: meta description, page speed, mobile-friendliness
- Content update cadence: Periodically keeping information fresh