What is SEO?

SEO (Search Engine Optimization) is the practice of improving a website so it ranks higher in the unpaid, organic results of search engines like Google. It combines three things: technical health (a fast, crawlable, mobile-friendly site), content that genuinely answers what people search for, and authority signals such as links and reviews from other reputable sites. Unlike paid ads, SEO traffic doesn't stop when you stop paying, but it takes months to build. For most Canadian service businesses, SEO is a long-term compounding asset that lowers the cost of every other channel over time.