SEO, or Search Engine Optimization, is the process of improving a website’s visibility and ranking in search engine results pages (SERPs). It involves optimizing various aspects of the website, including content, HTML coding, and site architecture, to make it more relevant and authoritative to search engines. The goal is to increase organic (non-paid) traffic to the website by appearing higher in search results for relevant queries. Key elements of SEO include keyword research, on-page optimization, link building, and technical optimization.