Traffic to your website helps to improve your rank which in turn generates more traffic, but you want to make sure that the increase in traffic is associated with an increase in engagement as well. If your traffic is increasing but your conversion rates are decreasing, you’re not bringing in the right traffic.
Search engine optimization (SEO) is a marketing discipline focused on growing organic visibility (non-paid) search engine results. Additionally, it is the process of improving the position that your website appears in the “organic” search results. For example, returned by sites such as Google, Yandex, Bing, Yahoo, etc.