Search Engine Optimisation (SEO) is the process of optimising your website for Search Engines like Google. This process of SEO allows your website to be ranked higher on Google when a potential customer is making a search which can bring you increased targeted traffic.
SEO can also increase your Click Through Rate (CTR) and build trust for potential customers that see you in Google. So you can improve your rankings and receive more impressions, as well as improve the percentage of people that actually click through to your website.
Search Engines like Google work on a ranking algorithm which takes into consideration your On-Page (such as keywords, titles, and your content), your Off-Page (backlinks going to your site, local SEO, etc) and also your Technical Optimisation as well (security, page speed, user experience etc.)
These factors provide signals to Google that your website is relevant to a person’s search and will provide the best possible user experience when they click through to your page.