Search Engine Optimization (SEO) is the practice of structuring a website's content, code, and reputation so that search engines understand it and rank it for relevant queries. It splits into on-page, technical, and off-page disciplines.
On-page SEO covers the visible content: titles, headings, body copy, internal links, schema markup. Technical SEO covers the infrastructure: crawlability, indexability, site speed, structured data, canonical tags, sitemap. Off-page SEO covers reputation: backlinks, brand mentions, external schema (sameAs), and increasingly LLM-driven entity recognition.
Good SEO in 2026 looks very different from 2016 — keyword stuffing is dead, generative AI overviews favour entity-graph signals, and Core Web Vitals are explicit ranking factors.
Organic search remains the highest-ROI customer acquisition channel for most B2B SaaS, with payback measured in years rather than months. Investing in technical SEO compounds — every fix protects every page on the site.
See it in the product: SEO monitoring.