SEO is the aggregated strategy to catch organic traffic which is unpaid traffic. AI powered search algorithms “decide” instead that your website is relevant to the search performed by the user and appears under sponsored paid results. To ensure that you rank as high as possible for those keywords and search queries most profitable to your business, there is a whole marketing specialty called SEO (Search Engine Optimization), whose practitioners stay on top of the best practices dictated by Google and its ever-changing search algorithms.