Search Engine Optimization (SEO) is the practice of optimizing a website’s content, structure, and overall online presence to improve its visibility on search engine results pages (SERPs). The goal of SEO is to increase organic (non-paid) traffic to a website by ensuring that it ranks higher in search engine rankings for relevant keywords and phrases. This involves various techniques, including keyword research, on-page optimization, link building, and technical optimization, all aimed at making a website more appealing and authoritative to search engines like Google, ultimately driving more targeted traffic to the site.