SEO, or Search Engine Optimization, is the practice of increasing the quantity and quality of traffic to a website through organic search engine results. It involves optimizing various aspects of a website, including its content, structure, and on-page elements like titles, meta descriptions, and keywords, to improve its visibility in search engine results pages (SERPs). The goal of SEO is to make a site more accessible and appealing to search engines, which in turn can lead to higher rankings in search results for relevant queries. This process helps attract a targeted audience, potentially leading to increased web traffic, customer engagement, and conversions. SEO strategies are constantly evolving to keep up with the changing algorithms of search engines like Google and Bing.