SEO (Search Engine Optimisation)
The process of optimising your website to get more organic or un-paid traffic from the search engine results page.
As a term, SEO is almost now a generic way to talk about ‘making it appear in searches at the top’. The challenge with this is that it’s a constant cat and mouse game as Google, Bing, Jeeves, etc don’t publish how they rank sites explicitly, so there is an entire industry trying to reverse engineer it and sell the techniques.
There are things website teams should always do, and keep doing, but SEO needs to be thought about constantly rather than ‘set and forget’ – though it’s also correct that too many changes, or the wrong ones, could have a detrimental effect on a website’s position in search engine results.