SEO, which stands for search engine optimization, is a marketing technique that focuses on helping your business show up in relevant search engine results. SEO is like a three-layer cake.
The foundational layer at the bottom is what we call keyword research. This layer acts as the foundation strategy that informs everything else you do. The middle layer is called on-site SEO, and the top layer is called off-site SEO. You need to have each layer in place before you can add the next one.