What is SEO? Search engine optimization (SEO) is a process of optimizing your website with the goal of improving your rankings in the search results and getting more organic (non-paid) traffic. The history of SEO dates back to the 90s when search engines emerged for the first time. Nowadays, it is an essential marketing strategy and an ever-growing industry. Search engine optimization focuses only on organic search results and does not include PPC optimization. Both SEO and PPC are part of Search Engine Marketing.