SEO is the process of optimizing a website to increase organic traffic from search engines. It involves both on-page techniques like optimizing content and keywords, and off-page techniques like link building. The goal of SEO is to get a website highly ranked in search engine results pages (SERPs) for targeted keywords so it receives more visitors, and ultimately more conversions. When search engine spiders crawl and index a website, they calculate its page rank and display results based on relevance to search queries.