Gartner defines search engine optimization (SEO) as the practice of optimizing owned websites and their content to engage qualified traffic and improve placement on search engine results pages (SERPs). SEO analyzes the nature and intent of searches to deliver highly relevant search results and an enhanced user experience. SEO platforms offer tiered subscriptions for access to a comprehensive solution with on-site, off-site and technical SEO capabilities including traffic analysis, competitor insight, link building and content evaluation. They are typically made accessible to users through cloud-based software backed with proprietary and machine learning insights.