The acronym SEO stands for Search Engine Optimization and it consists of activities that help a website achieve organic rankings and organic clicks. This type of organic traffic is usually of higher volume but of lower conversion rate. It is a good way to gather prospect clients and increase awareness.
SEO is more of a long-term strategy and in order to achieve rankings, you need to invest some money upfront. However, it can be one of your most sustainable sources of acquisition because the clicks you get afterward are completely free. SEO can keep generating free traffic for months or even years after you’ve stopped investing in it.