The process of optimizing a website’s content, structure, and technical elements to improve its visibility and ranking on search engine results pages (SERPs). SEO aims to attract organic (non-paid) traffic by enhancing the relevance and quality of the site’s content to match users’ search queries, ensuring a better user experience, and following search engine guidelines. It involves a variety of strategies, including keyword research, content creation, on-page optimization, link building, and performance improvements, to achieve higher rankings and drive more traffic.