Search Engine Optimization (SEO) is the practice of optimizing a website to improve its visibility and rankings in search engine results pages (SERPs). This is achieved by enhancing the website's content, structure, and HTML coding, as well as implementing various techniques and strategies. The main goal of SEO is to drive organic, targeted traffic to a website, which can ultimately lead to higher conversions and business growth. SEO encompasses on-page optimization (optimizing individual web pages) and off-page optimization (building backlinks, social media marketing, etc.). It involves keyword research, competitor analysis, content creation, website optimization, link building, and continuous monitoring and tracking of performance. Effective SEO can help businesses gain a competitive edge and maximize their online presence in today's digital landscape.