What is SEO?
Search Engine Optimization: the practice of improving a website's visibility in organic (non-paid) search engine results. Encompasses technical health, content quality, keyword relevance, page experience, and link authority.
My perspective
In practice
Effective SEO has moved far beyond keyword stuffing. Today it means answering the questions your audience is actually asking, at every stage of their journey. For boutique properties and niche businesses, local SEO and content that showcases real experiences often outperform generic strategies.