Search engine optimization (SEO) originated in 1997 to help websites rank higher in search engines. Early SEO involved optimizing website code and links, and search was dominated by directories. Google's algorithm looked at on-page and off-page factors over time. Major updates like Florida, Panda, and Penguin targeted spammy links and content farms. Mobile searches now outnumber desktop, and AI is increasingly important for voice search and personalized results.