Search Engine Optimization (SEO) is the practice of enhancing a website's visibility and ranking in search engine results pages (SERPs) organically. By optimizing various elements such as keywords, meta tags, and content structure, SEO aims to attract more relevant traffic to a website. It involves both on-page optimization, including keyword research, content creation, and HTML tags, and off-page optimization, such as link building and social media engagement. SEO strategies evolve with search engine algorithms to ensure websites stay relevant and competitive. Effective SEO increases website authority, credibility, and ultimately leads to higher conversion rates and improved user experience, driving business growth and success.