SEO is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “organic” results but higher rankings SEO is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “organic” results. In general, the higher ranking on the search results page and the frequency that a site appears in the search results list will result in more visitors from the search engines.