SEO (Search Engine Optimization)
SEO covers the practices that improve a site’s position in search engine results. It operates on three fronts: technical health, content relevance, and authority measured through inbound links. All three must work together for results to hold.
In practice
A rigorous SEO engagement starts with an audit — crawl speed, indexation, architecture — then moves to content written around specific search intents, then to authority building. A local bakery targeting 'artisan bakery Lyon 3rd' requires entirely different levers than a national SaaS publisher. Results are measured in tracked positions, never in promises.