SEO, or search engine optimization, is the practice of optimizing a website to improve its visibility and ranking on search engine results pages (SERPs). In other words, it’s the process of making changes to a website so that it appears higher in search engine results when users search for relevant keywords or phrases. The ultimate goal of SEO is to drive more organic traffic to a website, increase brand awareness, and generate revenue. SEO involves various techniques such as optimizing website content, improving website structure, building external links, and optimizing for local search results.