Search Engine Optimization (SEO) is the practice of enhancing a website's visibility and ranking on search engine results pages (SERPs). This is achieved by optimizing various elements of the website, including content, keywords, meta tags, and backlinks, to make it more attractive to search engines like Google. SEO involves both on-page techniques, such as improving the quality and relevance of content, and off-page strategies, like acquiring high-quality backlinks. The goal of SEO is to increase organic (non-paid) traffic to the site, improving its chances of reaching and engaging a larger audience.