Search engine optimization (SEO) refers to the process of optimizing a website's content and structure to improve its ranking on search engine results pages (SERPs). SEO involves a variety of techniques and strategies, including keyword research, on-page optimization, link building, and content creation. The goal of SEO is to increase the visibility of a website on search engines, drive more traffic to the site, and ultimately, generate more leads and sales. Effective SEO requires a deep understanding of the target audience, the competitive landscape, and the latest search engine algorithms and trends. SEO can be a long-term process, and it requires ongoing effort and monitoring to ensure that a website remains optimized and relevant. Overall, SEO is a critical aspect of digital marketing, as it helps businesses increase their online visibility, reach their target audience, and achieve their marketing goals.