Search Engine Optimization (SEO) refers to the process of optimizing a website's content and structure to improve its visibility and ranking on search engine results pages (SERPs). The goal of SEO is to attract more organic traffic to a website by making it more appealing and relevant to search engine algorithms. SEO involves various techniques, including keyword research, on-page optimization, link building, and technical optimization. By implementing effective SEO strategies, businesses can increase their online visibility, drive more traffic to their websites, and ultimately, improve their bottom line.