Rankings you earn instead of buy. It takes longer, but they stay put when you stop paying.
Search engine optimisation is all the work that makes your page the best answer to what someone searched for — and makes sure Google can see that too. Unlike with ads, you don't buy a position: you earn it, and you keep it when the budget stops.
The most persistent misconception is that SEO is about placing keywords. Stuffing a text with terms stopped working years ago and makes the page unreadable. What does work: one page per question, answered clearly.
The second is underestimating the technical side. A slow site, a messy URL structure or pages competing with each other for the same keyword cost you rankings, however good the copy is.
Allow three to six months before results become visible. That makes SEO unsuitable if you need traffic next month — that is what SEA is for. The combination works best: ads show within days which search terms convert, information that SEO would otherwise take months to deliver.
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