SEO (search engine optimization) is the process of improving a website to achieve higher rankings in search engines. It involves optimizing on-page elements like titles, meta descriptions and content, as well as off-page elements like link building. The goal of SEO is to drive more relevant traffic to a site from search engines by helping the site rank higher in organic search results. Proper SEO techniques are applied through a cycle of assessment, goal setting, planning, execution and maintenance.