Search Engine Optimization

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the work of making a website easier for search engines like Google to crawl, understand, and rank for the searches its customers actually make.

SEO is usually split into three parts. Technical SEO covers how the site is built: speed, crawlability, sitemaps, and canonical URLs. On-page SEO covers the content and structure of each page. Off-page SEO covers signals from elsewhere on the web, like links from other sites and business listings.

Good SEO is built into a site from the start rather than added with a plugin after launch. Page titles, heading structure, internal links, and fast load times are much easier to get right during the build than to retrofit later.

SEO and AEO share most of the same foundations. A page that is clear and well structured for Google is also easier for AI answer engines to read and cite.

SEO and AEO service

On-page SEO

On-page SEO is the optimization of the content and HTML on each individual page, including titles, headings, descriptions, internal links, and structured data, so search engines understand what the page is about.
Answer Engine Optimization (AEO)

Answer Engine Optimization (AEO) is the practice of structuring a website so AI tools like ChatGPT, Perplexity, and Google AI Overviews can understand its content and cite it in their answers.
XML sitemap

An XML sitemap is a machine-readable file that lists the pages on a website so search engines can find and crawl them, even pages that are not well linked from elsewhere.
Canonical URL

A canonical URL is the single preferred address for a page, declared with a canonical link tag, that tells search engines which version to index when the same content is reachable at more than one URL.

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Search Engine Optimization (SEO)

Related terms

On-page SEO

Answer Engine Optimization (AEO)

XML sitemap

Canonical URL