SEO works by optimizing a website or online content to improve its ranking and visibility on search engine results pages. This is done through a combination of on-page optimization and off-page optimization.

On-page optimization involves improving the content, titles, metadata, and internal links of a website to ensure that they are relevant to user search queries. This can include creating and optimizing valuable and relevant content for keywords and improving technical elements of the website, such as loading speed and mobile-friendliness.

Off-page optimization involves building high-quality backlinks from other websites to the optimized content. These links act as endorsements from other websites and can increase the authority and credibility of a website.

All of these aspects together contribute to the overall SEO performance of a website and can help increase organic (unpaid) traffic to a website. It is important to note that SEO is an ongoing process and a website's ranking on search engines can be influenced by a wide range of factors.