SEO (Search Engine Optimisation) is the field of increasing traffic to websites.
There are many ways to improve your SEO, from simple measures like creating blogs to more technical ones involving changing the user experience on your website.
Google has an algorithm that detects, amongst other things, how long people stay on your website. Their goal is to provide users with the most relevant results.
Although you may *think* you are providing useful and accessible information to users of your website, you can’t be sure until you have done a few tests.
Of course, if you are at the top of the first page on Google for search terms related to your business, you have nothing to worry about. But if you aren’t, then it’s likely that you aren’t using your website to express yourself as clearly as you could be, and your competitors are. (Or, ideally, perhaps your competitors are only expressing themselves slightly better than you are, in which case you have a good chance of overtaking them).
You need to take tens of different points into account when you are looking to improve your website’s SEO, from the quality and relevance (from an SEO point of view) of your content, its user experience, the links to and from it, the amount of pages it their length, etc. Each of these points may vary according to your industry. However, the basics apply to almost all websites.