SEO is the abbreviation for Search Enginge Optimization. It is the practice of optimizing a website to rank better in search results on search engines like Google.
The difference between search engine optimization and Google ads is that SEO is a long-term tactic. Better rankings have to be earned by providing not only better content than the competitors but it is also important to excel at the technical implementations as well social proof.
Counting solely on SEO traffic can be a dangerous path to take because the search engine algorithms are constanctly evolving, so that rankings can quickly be lost, as soon as a major ranking factor is altered.
SEO traffic can, however, be a very powerful competitive advantage. Also local SEO can take businesses to the next level in combination with a paid strategy.