SEO (Search Engine Optimization) is the focus of providing & combining high quality unique content, white-hat SEO copywrite, relevant keywords, pictures, NAP data, quality backlinks, rich snippets, schema markup and many other factors with the focus on increasing your website/business listing rank in search results by providing search engines such relevant information about your business. There is also a focus of user experience while on your website/profile and how end users view your business (reviews).
Though SEO is widely considered the process of obtaining free organic traction to a website/business listing or brick & mortar location it’s often overlooked that good SEO can & does lower cost of SMM, PPC, & CPC in AdWords type marketing. Businesses currently paying for leads should research “quality score” for more details on decreased spending through good SEO.