SEO

SEO is the practice of earning visibility in the unpaid results a search engine shows for a query. The goal isn’t traffic for its own sake — it’s the right visitors: people already looking for what you offer.

It rests on three things working together. Relevance: your page genuinely answers the query. Technical health: the search engine can crawl, render and index the page without friction. Authority: other trustworthy sites reference yours (this is what a backlink is).

Most “SEO” advice stops at keywords. In practice the wins are usually structural — a page that loads fast, clean HTML the crawler can read, structured data, and content that matches intent instead of stuffing a phrase. I treat it as an engineering problem: measure where the funnel breaks (impressions, clicks, conversions), then fix that specific link.

SEO is a compounding asset. It takes months to build and keeps paying once it does — the opposite of paid ads, which stop the moment the budget does.