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SEO

What is SEO (Search Engine Optimization)?

The discipline of increasing a website's organic (unpaid) visibility on Google and other search engines.

Detailed definition

SEO has three main components: technical SEO (site speed, mobile compatibility, schema markup, indexability), content SEO (content that matches the target keywords and satisfies user intent) and off-page SEO (backlinks, brand mentions, local signals). Between 2024 and 2026, the shape of SEO evolved around E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals and Google's AI Overviews. Results in SEO take 3-6 months and require continuous optimisation.

Examples

  • Appearing first in the organic results for a search such as "dental clinic in Istanbul" is the outcome of SEO (not advertising).
  • Enriching an e-commerce store's product pages with schema markup is technical SEO work.

Related terms

GEO (Generative Engine Optimization) Next-generation optimisation that makes brands visible in the answers given by AI engines such as ChatGPT, Perplexity, Claude and Gemini. On-Page SEO The SEO optimisation carried out on the page itself: title, meta description, heading hierarchy and content quality. Backlink A link given to your site from another site. One of the most important off-page signals in SEO. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) The four criteria Google uses to assess content quality: experience, expertise, authoritativeness and trust. Core Web Vitals The three main metrics Google uses to measure site performance: LCP, INP and CLS.
From the same category

Other terms in the SEO category

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) The four criteria Google uses to assess content quality: experience, expertise, authoritativeness and trust. Core Web Vitals The three main metrics Google uses to measure site performance: LCP, INP and CLS. LCP (Largest Contentful Paint) How long the page's main content block (usually the hero image or heading) takes to load. Good: <2.5s, poor: >4s. CLS (Cumulative Layout Shift) The total score for unexpected layout shifts while the page loads. Good: <0.1. Schema.org / Structured Data The standard for adding machine-readable data to web pages. Critical for Google rich results and for AI engines. On-Page SEO The SEO optimisation carried out on the page itself: title, meta description, heading hierarchy and content quality.
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