Search engine optimization (SEO) refers to the strategy of making your firm’s web pages accessible to the search engines and doing it in a way that makes your page come out in the top search results for the relevant keyword. There are two types of optimization:
Organic search engine optimization refers to coming up in the top results based on your page(s) relevancy to the search term, as opposed to paying for a sponsored ranking.
Non-organic search results refers to pay-per-click (PPC) search engine rankings. In this system, you bid on keywords, and the top bidders come out at the top on the sponsored rankings. You pay only if someone actually clicks on the ad that takes you to your firm’s site.