SEO is the process of implementing best practices to improve your website and help it rank higher in Search Engine Results Pages (SERPs). Organic search results are the unpaid listings that are generated once someone enters a question into a search engine. These listings are more trusted than paid ads as it is information that has been ranked higher by Google as the most relevant answer to your question.
Google ranks pages on your website by scanning and indexing them based on authority and usefulness to the user. It considers a website’s technical SEO, so how quickly your pages load and if it contains high-quality links to other content, as well as analysing if the on-page content is unique and helpful.