SEO, or Search Engine Optimization, is the process of increasing the organic ranking position within search engines such as Google and Bing. By optimizing a website we increase its relevancy for specific keywords related to the audience the website is trying to reach. SEO is a handy tool in any digital marketing campaign as it works to support other services, such as PPC advertising. Good SEO can actually help decrease the cost, and increase the visibility of PPC ads run on search engines. This is why it is often the first step in any Digital Marketing campaign.