Search engine optimization (SEO) is the process of optimizing a website or online content to improve its ranking and visibility in search engine results pages (SERPs). The goal of SEO is to increase organic traffic to a website by improving its relevance and authority for specific search queries.

Search engines like Google use complex algorithms to determine which pages to show in response to a search query. SEO involves optimizing various elements of a website to make it more appealing to search engines and improve its chances of ranking higher in search results.

Some common SEO tactics include:

  1. Keyword research: Identifying relevant keywords and phrases that people search for related to a website's content.

  2. On-page optimization: Optimizing website elements such as page titles, headers, and content to make them more relevant and attractive to search engines.

  3. Off-page optimization: Building high-quality backlinks to a website from other reputable sites to increase its authority and relevance.

  4. Technical optimization: Ensuring that a website is technically sound and easy for search engines to crawl and index.

SEO is an ongoing process that requires monitoring, testing, and optimization over time to achieve and maintain high search rankings. Successful SEO can lead to increased website traffic, improved user engagement, and higher conversions and sales.