"Search engine optimization or SEO refers to the set of strategies and techniques used to improve a website's position in search engine results. With proper optimization, websites can increase organic traffic and consequently generate more leads and conversions. This involves creating relevant and valuable content, carefully selecting relevant keywords, optimizing meta tags, building quality links, and other practices that help search engines understand and rank the site's content. An effective SEO strategy can help a business stand out in an increasingly competitive market and reach its target audience more effectively."