Search Engine Optimization (SEO) refers to the process of optimizing a website to improve its visibility on search engine results pages (SERPs). SEO involves various techniques, including keyword research, content optimization, backlink building, and technical SEO, to ensure that a website ranks higher in organic search results. The goal is to drive more traffic to the website and increase the chances of converting visitors into customers.

Effective SEO requires a combination of on-page and off-page strategies. On-page SEO focuses on optimizing website content, meta tags, and internal linking, while off-page SEO involves building high-quality backlinks from external sources. SEO is a long-term strategy, and staying updated with search engine algorithms is essential for maintaining high rankings.