Search Engine Optimization (SEO) is the practice of optimizing a website to improve its visibility and ranking in search engine results pages (SERPs). The goal of SEO is to increase the quantity and quality of organic traffic to a website by optimizing its content, structure, and technical elements to make it more attractive to search engines. SEO involves various strategies and techniques such as keyword research, on-page optimization, off-page optimization, and technical SEO. The ultimate aim of SEO is to rank higher in search results for relevant keywords and phrases, thus driving more traffic to the website and increasing the likelihood of converting visitors into customers.