Search Engine Optimization is the process of enhancing the online visibility of a website or web content in search engine results. It involves various on-page and off-page techniques, such as keyword research, content optimization, link building, and technical improvements to make a website more search engine-friendly. SEO aims to improve a website's ranking in search engine results pages (SERPs) for specific keywords or phrases relevant to the website's content or business. The ultimate goal is to increase organic traffic, boost online presence, and drive potential customers or users to the website. It is a fundamental aspect of digital marketing, helping businesses and individuals compete effectively in the online marketplace.