SEO or Search Engine Optimization includes multiple tactic. These tactics can be split into two areas; onsite and offsite SEO. Onsite SEO includes making sure your website contains accessible and engaging content, optimization of all content and that the website itself is functional and mobile-ready.
Offsite SEO includes developing a backlinking strategy, creating or claiming all local business profiles (Google local, Yellowpages, Yelp, etc.) and using social media to help drive traffic to the website.