Search engine optimization (SEO) is the practice of improving a website's visibility on search engines like Google or Bing. By optimizing various elements of a website, such as content, keywords, and structure, businesses aim to rank higher in search results. This can lead to increased traffic and potential customers finding their products or services more easily. SEO involves both on-page and off-page techniques. On-page SEO focuses on optimizing content and HTML source code, while off-page SEO involves building backlinks from other websites. Effective SEO strategies help ensure that a website is relevant and authoritative, making it more likely to appear at the top of search results.