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SEO, also known as Search Engine Optimization, is a combination of techniques and strategies aimed at improving the visibility and positioning of a website in the organic results of search engines. By optimizing technical, content and link aspects, SEO seeks to offer a superior user experience while being relevant to search queries related to the site’s niche or industry.

SEO involves a series of activities, including keyword research, content and meta tag optimization, improving site loading speed, creating quality links (link building), among others. These activities are carried out in order to increase the visibility of the website in organic search results, which can generate more qualified traffic and potentially increase conversions.

SEO differs from SEM (Search Engine Marketing) in that the former focuses on organic results, while the latter involves paid advertising strategies on search engines. Search engines use complex algorithms to index and rank web content based on its relevance and domain authority. Search engine bots crawl and explore website content to index it and make it accessible in search results. To achieve good SEO positioning, it is important to optimize both the content and technical aspects of the website and establish a solid domain authority by creating quality links and generating relevant and useful content for users.