Search engine optimization (SEO) is that bit of magic that makes web content discoverable, increasing traffic to your website for free. Truly, though, there’s nothing terribly magical about it. In layman’s terms, SEO is about selecting words that people might use when they’re searching for something in particular online. As content creators in the digital space, we can make smart choices about the copy in our headlines and posts, incorporating keywords and terms that are seen as desirable to search engines.