SEO stands for Search Engine Optimization. It is the set of techniques and strategies applied to a website to improve its position in the organic results of Google and other search engines. The better the SEO, the higher the chance of appearing in the top positions when someone searches for terms related to your business.
SEO is divided into three major areas: Technical SEO (speed, crawlability, schema markup, site architecture), On-Page SEO (content, keywords, headings, meta tags) and Off-Page SEO (link building, external mentions, domain authority).
In 2026, SEO remains fundamental, but it can no longer work alone. With generative AIs answering more and more questions, SEO needs to be integrated with GEO (Generative Engine Optimization) to guarantee visibility both in traditional results and in AI answers.