SEO

It covers the technical side (speed, indexing), content (answering what people search well) and authority (links and mentions from other sites).

A search engine works in three stages: it crawls the web with bots, indexes what it finds and ranks results for each query. SEO works on all three: making the page crawlable, understandable and worth ranking high.

Google stresses that its systems reward helpful, reliable, people-first content. It evaluates it with criteria summarized as E-E-A-T: experience, expertise, authoritativeness and trustworthiness.

SEO compounds over time: results usually take months, but the traffic you earn doesn't depend on an ad budget.